The social push, designed by digital agency Telegraph Hill, encourages consumers to tweet their favourite food to @BeerForThat using the hashtag #BeerMatch, which generates an immediate response with the “perfectly matched beer”.
However for the next week, every response will be monitored and a select number of Londoners given a special delivery of their requested food and beer.
To promote the latest initiative, which ties into the 9 day London Beer City event which runs from 7 to 16 August, there is also a online video ad featuring TV presenter George Lamb surprising unsuspecting consumers who have used #BeerMatch.
Louise Doherty, digital audience lead for “There’s a Beer For That”, says that since its launch in November 2014, #BeerMatch has generated a reach of 47 million consumers from 4,406 mentions.
“I’m confident this will stand out and grab the attention of both foodies and a broader audience who aren’t yet aware of the versatility of beer with food, and this will spread the message that beer is a food enhancer,” she said.
The Beer Alliance is made up of 58 members including global brewers such as SAB Miller, Heineken and AB InBev, national and regional brewers and pub companies such as Fullers and industry organisations including the British Beer and Pub Assocation (BBPA) and Society of Independent Brewers (SIBA).
The group launched “There’s A Beer For That” last year in the hope of tackling increased competition from other alcohol categories such as wine.
Although the latest iteration of the campaign is social media focused, previous launches have included television ads.