The Beer Institute (BI), National Beer Wholesalers Association (NBWA) and the Brewers Association (BA) announced today the formation of the Beer Growth Initiative, a consumer campaign, which aims to elevate and celebrate the beer category while reminding consumers of legal drinking age who choose to drink alcohol that there is a beer for just about every occasion.
The “Beers To That” campaign will attempt to promote the entire beer category via an in-market campaign consisting of a digital advertising campaign, consumer website, experiential events, point of sale materials and out-of-home advertisements funded through contributions from the coalition of brewers, beer importers and distributors.
“Beer is America’s Beverage, and the Brewers Association is pleased to support the ‘Beers To That’ campaign and programs that stimulate growth of the overall beer category,” said Bob Pease, President and CEO of the Brewers Association. “‘Beers To That’ celebrates both the universal appeal and diversity of beer and rekindles the reasons why beer is the ideal alcohol beverage choice for adults of legal drinking age, no matter the occasion or celebration.”
Full press release here.