Encouraging consumers to appreciate their beers like fine wine marks an innovative approach for beer producers. However, Greene King will have to be persistent to overcome social stigmas associated with the typical beer drinker, and the established position of wine as the primary mealtime accompaniment.
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Greene King launched its ‘Beer to Dine For’ campaign during November last year. The campaign’s aim is to capitalise upon consumers’ associations between food and drink. The Suffolk brewer firmly believes in its ability to reposition quality beer as an addition or alternative to wine. The trademarked ‘Beer to Dine For’ logo appears on the beer labels together with information on beer and food matching.
The comprehensive campaign does not merely embrace full-scale, sit-down meals. Different beers have been specifically matched to different meal occasions; each available in 660ml bottles that retail at £1.89.
This week’s retail focus follows Greene King’s £750,000 outlay for the scheme. Until now, activity has predominately focused on Greene King’s own pubs where there have been special tasting notes on bottle labels, recipes, and suggestions for which Greene King brands, including Ruddles and Morland, go best with certain dishes.
However, the long-term plan was always to get key retailers on side. It is hoped that point of sale promotions, such as shelf wobblers, will help communicate the beers’ ability to complement good food, lessening the dominant role of wine in this usage occasion. Over the last 10 years, wine sales have risen as much as 80% in the UK.
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By GlobalDataGreene King seems to have reduced the skepticism amongst brewers concerning beer as a worthy companion with food. Scottish Courage launched its ‘Beer with Food’ campaign through the sponsorship of food articles in the Guardian and Observer.
However, for all beer producers looking to make this association, they must be confident and persistent with their message. It will undoubtedly take time to buck the social norm that sees wine as the traditional meal accompaniment.
If the message is effectively and persistently communicated over time it could resonate highly amongst male consumers, particularly those who are frequently frustrated by the negative stigma associated with drinking beer as a mealtime accompaniment.
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