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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

Virtual experiential + sampling

Live streamed interactive brand experiential + up to 10k individual brand coupons through Grocery Gratis


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; £1.43m

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

5 key activational areas

Covid Pandexit Planning

Following the notification that all limits on social-distancing will be removed from June 21st we've moved all of our Together Is Better campaigns back to start from July 2021. We also have contingency plans in place should there be any enforced changes.
As a result and the venue availability, BeerathoN has been moved back to May 2022. The below is a provisional campaign plan.

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 2021/22

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 2021-22 Together Is Better campaigns

Click on a panel to visit a campaign trade info site

Covid revised date
July 2nd - 11th

25th National BBQ Week(s) –
BBQ & alfresco eating

Covid revised date
July 16th - 25th

1st Veggietopia + Flexitaria -
Vegetarian/Vegan & Flexitarian

Covid revised date
August 20th - 30th

21st Gastro Alfresco –
Alfresco eating & entertaining

Covid revised date
September 6th - 19th

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

Covid revised date
September 24th - October 3rd

5th It's Lunchtime –
Brunch & Lunch

November 15th - 28th

4th Get Wine Wise + 10th National Wine Week – Wine Education

Covid revised date
December 1st - 12th

1st Mixorama –
At-home cocktails

New campaign
January 10th - 23rd 2022

1st Come Diet With Us –
Dietary & Healthy living

Covid postponed to
February 7th - 20th 2022

5th Dinner To Dine For -
Big Night In

Covid postponed to
March 2020 (exact dates to be advised)

5th A Better Breakfast + National Deskfast Day – Breakfast

New campaign
April 2022 (exact dates to be advised)

1st Come Diet With Us –
Dietary & Healthy living

Covid postponed to
May 2022 (exact dates to be advised)

3rd BeerathoN –

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