Industry groups announced a joint effort today to promote beer via a multifaceted marketing campaign called “Beers to That.” The campaign aims to remind drinkers that there is a beer for any occasion—even as more people have turned to hard alcohol, hard seltzer, and drinks lower in carbohydrates and calories.
The Brewers Association, Beer Institute, and National Beer Wholesalers Association jointly announced the campaign in a news release today—thus the coalition effectively includes smaller, independent brewers together with the largest beer companies and distributors.
The campaign includes a website, digital ads, point-of-sale materials, and other advertisements. The campaign’s launch is based in Austin, Texas, where this week four local artists are unveiling murals with their own takes on “Beers to That.” Meanwhile the website suggests “Laundry Night,” “Girls Night,” and “Tuesday Night” as three examples of occasions when one might want to drink beer.