Artisan food champion Sourced Market has launched an innovative new promotional campaign that draws on people’s perceptions of craft beer.
The company hosted a pop-up event last week featuring a selection of craft ciders, where one attendee was decorated with the accolade of having “one of the best beers in London”. The bearded winner was awarded a 2l bottle of his favourite craft brew, while runners-up received a selection of “beard and beer essentials”.
The event draws upon the connotation that the craft brewing sector is more popular among young, alternative consumers, among whom facial hair is becoming increasingly popular. The association between beers and beards is well established, as Sourced Market’s founder explained.
Ben O’Brien said: “When Sourced Market opened our first site in St Pancras back in 2009, we became an early adopter of craft beer, working with the first craft brewers in town.
“We’re passionate about small independent breweries and beards; as beards and beer seem to go hand in hand these days, we thought we would celebrate with our Beer for Beards event.”
The firm is not the first to capitalise on the connection, though: last month, independent UK brewer Bath Ales launched a new pale ale to its Beerd range of beers, which uses the motif of a full beard and moustache as its logo.
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