Last year, big players in the beer industry banded together to run a campaign called Let There Be Beer.
Its ostensible aim was to raise the profile of beer in general terms but, in practice, it ended up being a series of excruciatingly bald product placement opportunities for those who’d provided the funding, e.g. Carlsberg.
As far as we can tell, the public were indifferent — we didn’t see any mention of it among our ‘not beer’ friends on Facebook, for example — and beer geeks, on the whole, found it rather reprehensible. Regulators weren’t keen, either, which seems to have been the final nail in its coffin.
Now, just in time for Halloween, it’s risen from its grave, re-invented as There’s a Beer for That, and vastly improved. Or to put that another way, even though we’re very much not the intended audience, we don’t hate it.
What is the intended audience? People who were moved by this bread advert, or this one for curry sauce, or this kind of thing for John Lewis, we would guess. That is, people less snarky than hardcore beer geeks tend to be.
There’s nothing ground-breaking about it in the wider scheme of things, but it does show ordinary people of both genders and all ages enjoying beer alone, in company, in the pub, at home, with food, or with a book — the kinds of images that mainstream TV programming consistently fails to present.
The image that leapt out at us (above) is of a goblet of (presumably) Belgian beer, the like of which we reckon last made an appearance on British TV c.1990 in Michael Jackson’s The Beer Hunter TV show.