Brewers unite to promote beer as contemporary choice
Published on Jun 27, 2013
UK brewers are coming together to try and reignite the country's passion for beer in this uplifting campaign via RKCR/Y&R. The client, Global Brewers Initiative, comprises international and national brewers, publicans, retailers, and organisations such as the British Beer & Pub Association (BBPA) and also has support from the Campaign for Real Ale (CAMRA) and the Society of Independent Brewers (SIBA). The brief was to "develop a movement to persuade men and women that beer is an acceptable, contemporary alcohol choice"; the spot, set to a choir warbling "Climb Every Mountain", sets out to depict beer as anything from a Friday-after-work celebration to bonding with your girlfriend's Dad, and of course, the perfect accompaniment to a barbecue.