Beer Naturally!

27th July 2009

F&B partnership working with Beer Naturally in Ireland:  

Marc Stroobandt, resident Master Beer Sommelier of the F&B partnership and Beer celebrity is fronting the Beer Naturally! campaign (see below) in Ireland, with various media tours and a succesfull stint at Taste of Dublin in June where he presented various brands like Heineken, Paulaner, Smithwicks and Guinness in combination with some great food combinations showing people that there is more to beer.  Watch this spot to find out more about upcoming events in and around Ireland to support the campaign.

 http://www.irishtimes.com/newspaper/magazine/2009/0606/1224247922678.html

Diageo, Heineken and Inbev - Ireland’s three leading brewing companies - have come together as part of the Irish Brewers Association to launch a campaign aimed at encouraging Irish consumers to revaluate their perceptions of Ireland’s favourite alcoholic beverage. The campaign, which will be rolled out over the next three years, will initially focus on beer as a perfect accompaniment to good food. Overall, the campaign is intended, to inform the consumer that beer is a product with many different styles and flavours.

This three-year campaign will include guest visits from international Beer and Food experts, Beer and Food evenings in Dublin, Cork and Galway, and a guide to enjoying beer which will be distributed to customers through Irish pubs and off licences. A dedicated campaign website has also been created (www.beernaturally.ie) where visitors can learn about the history of beer and brewing, the many beer styles on offer today, beer and food matching, tips on how to enjoy the perfect beer, brewing facts and lots more.

The Irish brewing industry employs over 2,000 people directly and up to 100,000 indirectly. The sector contributes €960 million to the economy in tax and duty each year. And 63% of beer consumed in Ireland is manufactured locally.

Ireland has a rich brewing tradition with beer being brewed since 2500BC when the first settlers arrived on our shores. Today, Ireland is home to some of the worlds most famous breweries and the Beer Naturally campaign will celebrate this brewing heritage.

With so many styles, flavours and aromas available in Ireland today, the Beer Naturally campaign will encourage Irish consumers to explore the wide variety of beer styles on offer today and make beer their drink of choice.

Speaking at the launch of the Beer Naturally campaign at the Bull and Castle Gastro Pub in Christchurch, Dublin, Irish Brewers Association Senior Executive, Stephen Lynam said, “With Beer Naturally we aim to re-vitalise the image of beer in Ireland and support the Irish brewing industry. The pub plays a vital role in economic and social terms in both urban and rural life and the Beer Naturally campaign seeks to support our trade by educating their customers on the many different styles and flavours available today. We hope that Irish adults will enjoy exploring the wide variety of beers on offer through our pubs and off licences.”

For further information please contact:

Dan O’Boyle
WHPR
Tel: 01 6690237
Email: dan.oboyle@ogilvy.com