£1M Beer Spend Targets Women

A campaign to boost the image of beer has been launched with an investment of nearly £1M planned over 3 years. The Beautiful Beer campaign, spearheaded by the BBPA and the country's main brewers includes a roll-out to consumer PR later in the year in a bid to change perceptions about beer. "We think there is an opportunity to promote beer's health benefits, its natural ingredients and drinking it with food," said Peter Kendall, chairman of the campaign steering group and CE of Coors. A key target group for the campaign will be women. Brewers will be encouraged to launch women-friendly wine-style glasses, as well as introduce a "third of a pint" measure.