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A·B·C - One of the UK's biggest & most dynamic markets - worth £6+ billion!

There have major shifts in the consumption of Ales, Beers & Ciders, prompted both by the Covid induced Lockdowns and home-centric lifestyles, as well as an increasing emphasis on health. With overall values of £790 million for Ales, £3.75b for Lagers and £1.2b for Ciders. The biggest growth has been in Craft Beers, up on average +21% and Lo/No Alcohol Beers growing by +40%. Fruit Ciders have also seen major growth.

The overall A·B·C market is now worth around £6 billion and growing at +3.4% YoY.         
*Source The Grocer & Kantar 2025

3rd BeerathoN

  May 2026

An altogether better
Ales, Beers & Ciders experience!

BeerathoN – The best in Ales, Beers & Ciders!

In line with changing consumer attitudes towards more home-centric lifestyles combined with the on-going cost-of-living crisis, plus more sustainable and healthy consumption the 3rd BeerathoN will help stimulate growth. Based on our existing multi award-winning, proven promotional format; a multi-channel event combining both live RoadShow experiential sampling with social-sampling plus major media, social, on-line and promotional activity & trade support.

4 key activational areas

  • 1. Live RoadShow experiential sampling

    • 10 days of heavily branded BeerathoN Bar, with individual sponsor pods and celebrity BrewMaster at leading Beer & Foodie Festivals.
    • Overall reach 210k and directly engaging with 145k.
    • Target 15k individual brand samples per sponsor

  • 2. Media - Radio / Print / On-line

    • Print & on-line; 100+ pieces of campaign & sponsor editorial & 105+ sponsor branded competitions - overall coverage 50 million
    • Radio; campaign editorial across 120 stations - average 11+ million coverage
    • Radio/online; sponsor branded competitions across 90-110 stations/sites –coverage approx; 12m & 220k entrants

  • 3. Social & Web

    • Branded Social pages with sponsor posts - Facebook / Twitter / Instagram - 195k interactions
    • Branded website - inc. individual sponsor pages - freefromfortnight.co.uk – 95k usv’s

  • 4. Promotional & Trade support

    • Celebrity BrewMaster as campaign spokesperson
    • Win a Year of Beer (or Cider) competition
    • Sponsor branded PoS - direct & downloadable
    • Campaign Factfile mailings + trade media coverage

A·B·C - Ale, Beer & Cider product categories we’d love to fill…

Premium Bottled Ales
Craft Beers
World Beers
Lo-alcohol Beers
Zero-alcohol Beers

Ciders
Fruit Ciders
& much more…

All-inclusive campaign activational cost

Exclusive product categories, with everything being included; planning, full activation/sampling, staff, creative, media/social, promotional & full reporting etc. in the cost. No call on brands marketing resources. Only additional cost; product for sampling/prizes & any price promotion support.

BeerathoN is a fully sustainable campaign

Together Is Better in 2026

Targeted campaigns covering most major grocery occasions or categories

Click on a panel to visit a campaign trade info site

January 2026

1st Come Diet With Us –
Dietary & Healthy living

May 2026

3rd BeerathoN –
Ales/Beers/Ciders

February 2026

5th Dinner To Dine For -
Big Night In

May 25th - 31st 2026

30th National BBQ Week –
BBQ & alfresco eating

November 23rd - 29th 2026

15th National Wine Week
– Wine Education

March 2026

5th It's Lunchtime –
Brunch & Lunch

June 8th - August 2nd 2026

25th Gastro Alfresco –
Alfresco eating & entertaining

November 30th - December 6th 2026

2nd Mixorama –
At-home cocktails

April 2026

5th A Better Breakfast + National Deskfast Day – Breakfast

August 2026

1st Free From Fortnight –
Free-from & Well-being

Join us on an Ales, Beers & Ciders promotional journey

3rd BeerathoN

   May 2026

Sponsorship

I’d like to find out more, please send the campaign deck & options

BeerathoN has exclusive product categories, reserve yours now

Media

Please contact me with press info

Find about more about BeerathoN and its aims & objectives

For Sponsorship or Media info contact:
  • Grocerma Ltd / BeerathoN -
    86-90 Paul Street, Hoxton, London EC2A 4NE
  • 020 3872 2523

Sponsorship: Sponsorship email

Media: Media info email

Website: https://grocerama.co.uk

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Grocerama – Multi Award-winning, multi-brand, multi-channel grocery campaigns

The originators and multi award-winning UK market-leaders in multi-brand, multi-channel promotional marketing! All our grocery category or occasion campaigns are exclusively operated by Grocerama Ltd and are fully ™trademark protected under UK/EU Intellectual Property Law. Participation in or association with is solely by way of sponsorship and/or agreement with Grocerama Ltd. Contact us: 86-90 Paul Street London EC2A 4NE – 0203 872 2523 – email