The Beer Growth Initiative (BGI) announced the success and continued national expansion of the BEERS TO THAT consumer campaign. The campaign, launched by the Beer Institute (BI), the National Beer Wholesalers Association (NBWA) and the Brewers Association (BA), aims to champion beer as America’s favorite beverage and position beer as the perfect beverage for celebrating life’s everyday wins. Now, BGI is calling everyone in the beer industry to the table and empowering them to build up the beer category through BEERS TO THAT.
After a successful launch in Austin, Texas, in 2019, BEERS TO THAT has taken the U.S. beer marketplace by storm with its nationwide digital media campaign, the associations say. Thanks to the support of brewers and beer distributors across the country, BEERS TO THAT can be found in on-premise and off-premise settings, on point of sale materials and all over digital media. Social influencers and digital content creators have connected with legal drinking age audiences and elevated beer’s profile.
“Beer distributors have enthusiastically engaged with the nationwide rollout by becoming familiar with the program goals and campaign materials, leveraging the point of sale tools available to reinforce #BeersToThat moments with consumers and extending the social media reach,” said NBWA President and Chief Executive Officer (CEO) Craig Purser, in a statement. “It’s been exciting to see the entire beer industry rally around the common goal of celebrating beer. We look forward to building on the momentum of this movement and reminding consumers why beer is always the best choice.”
Jim McGreevy, President and CEO of the Beer Institute, added: “I am encouraged by the success of our campaign, even though our celebrations today look different than when we first launched. The wide variety of beer styles and low alcohol by volume make beer the ideal choice for just about every occasion. It’s great to see the industry come together around a shared campaign to emphasize how beer is a good choice for consumers looking to punctuate a life moment with an alcohol beverage.”
Bob Pease, President and CEO of the Brewers Association, added: “This collaborative campaign promotes the entire beer category and carries a brand agnostic call to action to celebrate all of life’s moments — from the everyday to the extraordinary. It is one more way to keep beer top of mind for the drinker, whether purchasing beer inside, curbside, to-go, or for delivery — and that is good for the overall industry.”
BEERS TO THAT will drive growth of America’s favorite beverage by leveraging the full, united power of the beer industry to remind people to celebrate their moments with beer.