Admitting that’s its Let There Be Beer campaign was a flop, brewers have come up with a new approach, and a new strapline, in an effort to reverse the 10-year decline in beer and lager consumption.

With the strapline ‘There’s a Beer for That’, the campaign aims to highlight the versatility of beer. The first ad will air on TV tomorrow (2 November).

Funded by five major brewers, last year’s Let There Be Beer initiative drew initial criticism for focusing too heavily on mainstream lagers and for being lame creatively.

The revamped push - which will continue to be funded by SAB Miller, Carlsberg, Heineken, AB InBev and Molson Coors - is being launched under the umbrella of new trade group Britain’s Beer Alliance. Representing the entire beer category, the group includes global, national and regional brewers, publicans and industry organisations such as the BBPA and Society of Independent Brewers (SIBA).

Activity will centre on the TV ad directed by Michael Winterbottom, director of projects including Steve Coogan series The Trip. The ad depicts real people across the UK drinking beer in a range of settings, accompanied by a rhyming voiceover.