Lion’s Beer the Beautiful Truth (BTBT) platform has partnered with Good Food Month (GFM) in a three year deal to celebrate and showcase the versatility of beer with food.
The BTBT campaign was launched in 2015 with Lion adding beer nutrition information panels (NIPs) to 887 million bottles across its wholly-owned Australian beer portfolio. Lion reported that a noticeable shift in the perception of beer has occurred over the last 18 months, with its research finding almost 40 per cent of people were aided in making informed choices thanks to the NIPs.
Lion’s research also found that more people now believe that beer is lower in sugars, carbohydrates and calories per serve, and less people mistakenly believe that all beer contains preservatives.
Marketing Director for Brand, Innovation and Communication at Lion Tanya Marler, said, “The whole point of this campaign has been to give people the facts about beer so they are able to make informed choices.”
As part of its BTBT partnership with GDF, Lion will be the official beer and cider sponsor for events running in Canberra, Perth, Brisbane, Sydney and Melbourne.
On the deal, Marler said, “Our partnership with Good Food Month will give us the opportunity to showcase the versatility of beer and how it really is the perfect partner at every food occasion. Whether it’s cutting through a spicy noodle dish at the Night Noodle Markets or pairing up with decadent chocolate dessert at the end of one of our featured events, we hope to showcase that beer belongs on the dinner table and in the consideration set for all food lovers in Australia.
“This year’s series of bespoke food experiences will see some of Australia’s top chefs collaborating with the nation’s hottest venues to bring you a delicious choice of Good Food events., Good Food Month will help Lion, through our Beer the Beautiful Truth campaign to tell a story about beer to more than two million annual attendees.”
Good Food Month is set to kick off in Canberra, playing host to Laneway! Streetfood! Party! Presented by Beer The Beautiful Truth on Friday 24 March 2017.
