There’s A Beer for That launched the next phase of its campaign to reignite Britain’s love of beer through a partnership with John Lewis.
On the 4th February in the John Lewis Oxford Street Foodhall, customers were provided with the opportunity to try a unique tasting menu exclusively designed by There’s A Beer for That for John Lewis. The event was the first of its kind and introduced John Lewis customers to the world of beer and food matching.
The partnership followed on from a series of successful in-store beer and food tasting events that were undertaken in December with two Waitrose stores; Petersfield and Stratford-upon-Avon.
Working with Annabel Smith, qualified beer sommelier and the in-store beer expert, whynot! curated a five mini course menu including fish, charcuterie and chocolate truffles, which was accompanied by a variety of different beer styles, including a mixture of pale ale, sour beers and lager, all designed to match the food on offer.
Customers were given goody bags complete with educational material and freebies.
John Lewis were delighted with the event receiving both positive comments from their regular customers, as well as a sales uplift of the beers and food sampled.
Neil Gannon, marketing lead at There’s A Beer for That said “The evening was a great success, very well planned and executed. It was a great opportunity to prove to people there really is more to beer than they first thought”.