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A·B·C - One of the UK's biggest & most dynamic markets - worth £5.6+ 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 £5.63 billion and growing at +3.4% YoY.         
*Source The Grocer & Kantar 2020

3rd BeerathoN

  May 2022

An altogether better
Ales, Beers & Ciders experience!

A changed format, reflecting changed times!

A unique A·B·C, Beers & Ciders category specific multi-brand, multi-channel campaign with 5 key activational areas!

BeerathoN – The best in Ales, Beers & Ciders!

In line with changing consumer attitudes towards more home-centric lifestyles combined with more sustainable, authentic and healthy consumption the 3rd BeerathoN will help stimulate further growth and will be broadly based on our existing multi award-winning, proven promotional format, but, following the ongoing effects of the Covid pandemic, with a changed emphasis; a multi-channel event combining both live RoadShows sampling & virtual streamed experiential with social-sampling plus major media, social, on-line and promotional activity & trade support.

Live RoadShows + Virtual Streamed Experiential & Full support!

Campaign summary

Live RoadShow experiential sampling

10 days @ leading Beer & Foodie Festivals; reach up to 210k & 15k individual sponsor samples


Radio, print & on-line; 425 pieces – campaign editorial + branded competitions - coverage 73m

Social & Web

Campaign & branded social interactions, target 220k + campaign website, 100k usv’s

Promotional &
Trade support

Celebrity spokesperson, downloadable sponsor branded coupons & sponsor branded PoS

Branding, SoV & Activation

Hi-impact branding & equal Share of Voice guaranteed for all sponsors

Full activation, no call on brand resources

Free-from categories

Up to 8 Exclusive Ales, Beers & Ciders brand categories

Value & Cost

Overall campaign value approx; £1.53m

Cost of exclusive category sponsorship <1% of campaign value!

4 key activational areas

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

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.

Together Is Better in 2022

12 targeted campaigns covering most
major grocery occasions or categories

Despite the Covid pandemic we will still live in an ‘Experience Economy’ and Grocery Gurus is a dedicated promotional marketing agency that creates, owns & activates ‘Together Is Better’ – multi award-winning, multi-brand, multi-channel shared grocery brand experiences.

Running from July 2021, but with a changed format reflecting the ‘New Norm’ our category or occasion based grocery experiences will bring together synergistic brands within an integrated live RoadShows, virtual experiential, & media/social promotional event, creating much greater engagement and brand cut-through at a very much more cost-effective rate than other grocery promotional activities!

Our 2022 Together Is Better campaigns

Click on a panel to visit a campaign trade info site

January 10th - 23rd 2022

1st Come Diet With Us –
Dietary & Healthy living

May 2022 (exact dates to be advised)

3rd BeerathoN –

February 7th - 20th 2022

5th Dinner To Dine For -
Big Night In

May 30th - June 5th 2022

26th National BBQ Week –
BBQ & alfresco eating

March 7th - 20th 2022

5th A Better Breakfast + National Deskfast Day – Breakfast

June/July 2022 (exact dates to be advised)

21st Gastro Alfresco –
Alfresco eating & entertaining

April 4th - 17th 2022

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

August 2022 (exact dates to be advised)

1st Veggietopia + Flexitaria -
Vegetarian/Vegan & Flexitarian

September 2022 (exact dates to be advised)

5th It's Lunchtime –
Brunch & Lunch

October 2022 (exact dates to be advised)

1st Time for Teatime –
Teatime & Early Evening Meal

November 2022 (exact dates to be advised)

4th Get Wine Wise + 11th National Wine Week – Wine Education

Nov/Dec 2022 (exact dates to be advised)

1st Mixorama –
At-home cocktails

Join us on an Ales, Beers & Ciders promotional journey

3rd BeerathoN

   May 2022


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

BeerathoN has exclusive product categories, reserve yours now


Please contact me with press info

Find about more about BeerathoN and its aims & objectives

For Sponsorship or Media info contact:

Sponsorship: Sponsorship email

Media: Media info email


Grocery Gurus logo

Grocery Gurus – 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 Grocery Gurus 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 Grocery Gurus Ltd. Contact us: 86-90 Paul Street London EC2A 4NE – 0203 872 2523 – email