Greene King has made a decisive move to capitalise on the link between food and beer by bringing out a brew whose name leaves consumers in no doubt about its relevance to mealtimes.
The Beer to Dine For brand hits Sainsbury's shelves this week and is designed to continue the brewer's campaign of the same name, which it launched last November.
The initiative used PoS and shelf barkers to communicate beer's ability to complement food and the launch of a beer squarely targeting this area adds weight to Greene King's initial £750,000 outlay for the scheme.
Greene King's MD, Rooney Anand, said: "Producing Beer To Dine For was a logical progression. Fine ales should be appreciated like wine and be enjoyed as an accompaniment to a meal not just as something to quaff with a curry.
"Quality beer is a worthy addition if not an alternative to wine."
Beer To Dine For is available in 660ml bottles priced at £1.89.