Three beer industry trade organizations unite for Beer Growth Initiative

Yesterday, the Beer Growth Initiative — a collaborative project of the Beer Institute (BI), National Beer Wholesalers Association (NBWA) and the Brewers Association (BA) — announced the initial market launch of its “Beers To That” 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 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. The creative and vibrant city of Austin, Texas, will host the 90-day campaign September 9 through December 10. The in-market activation consists 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 has long been our nation’s most popular alcohol beverage because of the countless occasions where beer is ideal, and because beer is both refreshing and has a lower alcohol content,” said Jim McGreevy, president and CEO of the Beer Institute. “The ‘Beers To That’ campaign celebrates beer and reminds adults of legal drinking age why they should choose a beer to quench their thirst.”

“Beer is both unique and ubiquitous at the same time. It brings people together and has always been part of life’s little moments and big celebrations. ‘Beers To That’ reminds us why beer is so special,” said Craig Purser, president and CEO of the National Beer Wholesalers Association. “The Beer Growth Initiative is exciting because for the first time distributors and brewers, as well as competitors, are working together to grow the overall beer category.”

“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.”

Inspired by Austin’s thriving artist community, the Beer Growth Initiative will also unveil four unique “Beers To That” murals created by local artists. The week of September 16-20, artists Jason Eatherly, Mike Johnston, Phoebe Joynt and Zuzu will unveil their interpretation of life’s celebratory moments perfect for pairing with a beer. Adults of legal drinking age are encouraged to celebrate the moments that make their life more fun on their social media channels using the #BeersToThat hashtag.

According to Gallup, beer is the most popular alcohol beverage in the United States and has been for decades. This campaign aims to ensure that Americans continue to see beer as the perfect social complement to many of life’s occasions.