There’s A Beer For That to sponsor SIBA BeerX
The Society of Independent Brewers’ BeerX 2015 celebration of British beer next March is set to benefit from a new partnership with There’s A Beer For That, the industry-wide campaign to reignite the nation’s love of beer.
There’s A Beer For That is sponsoring the BeerX bar. A focal point of the event, the 30-metre bar will dispense 250 beers brewed by SIBA members, each one a winner from one of the organisation’s 10 regional competitions for cask, bottled and craft beers in keg. Finalist beers will be judged at BeerX before being served to an anticipated 5,500+ trade and consumer visitors over its four-day duration.
SIBA managing director Mike Benner said, “We’re delighted to have the support of There’s A Beer For That for BeerX, which is one of the biggest events on the UK’s brewing calendar. The campaign’s goal of promoting beer’s quality, diversity and versatility is one that SIBA not only shares but lives and breathes every day: last year, our 800 brewers produced some 10,000 beers embracing a broad range of styles and tastes, which will be represented at BeerX.
“There’s A Beer For That provides a new and powerful platform to take British beer to a wider audience. SIBA was one of the founding members of Britain’s Beer Alliance, the group of brewers, pub operators and wider industry supporting the campaign, and the BeerX sponsorship cements our partnership.”
David Cunningham, There’s A Beer For That programme director said, “We are pleased to be supporting such a great event like BeerX in 2015. The There’s A Beer For That campaign aims to bring to life three core messages of quality, diversity and versatility of beer. SIBA`s members produce an impressive array of quality beers that combine the best of British brewing tradition with ground breaking innovation. Events like BeerX celebrate many of the fabulous beers that are brewed in the UK, making this a natural partnership”
BeerX returns to Sheffield for its third year, running from 18-21 March and will again present the best of British beer and brewing to a wide industry and consumer audience. In addition to the National Beer Competition judging and announcement, BeerX also includes: SIBA’s Business Awards; speeches from key industry figures on Industry Day, Thursday 19 March; a trade exhibition of 200+ suppliers to the brewing industry and a Festival of Beer offering consumers live music and Six Nations rugby, as well as award-winning beers.
There’s A Beer For That is an evolution of the Let There Be Beer campaign. It was launched this October, with a full marketing programme including a new television advertisement showing how different styles of beer can be enjoyed on a wide range of occasions, by a wide range of consumers and matched to a variety of foods. There is also a range of digital and social programmes including #BeerMatch, a food and beer pairing service via Twitter; #BeerClub a weekly social media based initiative to educate the population on different beer styles through online discussion and newly-developed Facebook and website channels.
The campaign is funded by five global brewers – ABInBev, Carlsberg, Heineken, Molson Coors, SAB Miller – and supported by Britain’s Beer Alliance, a broad coalition of over 30 brewers, pub companies and industry bodies including SIBA, Cask Marque, BBPA, Fuller’s, Shepherd Neame, Enterprise Inns and many others.