Beer Day Britain 2017 has been launched, with plans to celebrate the nation’s favourite alcoholic drink across a four-day festival in June.

The event will start with a ‘cheers to beer’ toast across the country at 7pm on Thursday, June 15, and run through to include Father’s Day on Sunday, June 18.

Beer Day Britain 2017Beer sommelier Jane Peyton, who initiated Beer Day Britain, said: “This is the third year that the industry will come together to mark Beer Day Britain and by extending the occasion over the weekend we hope that more people will be able to get involved and enjoy the diversity that British beer provides.”

Jane has teamed up with industry campaign There’s A Beer For That to develop the programme, with retailers being encouraged to follow the Beer Day Britain celebrations on Thursday with events such as a beer and food pairing event on Friday, family fun day and barbecue on Saturday, and a focus on dad for Father’s Day on the Sunday.

Neil Gannon, marketing lead at There’s A Beer For That, said: “Celebrating Beer Day Britain offers a great opportunity to raise awareness of the quality, diversity and versatility of beer, with a real potential to increase sales and profit.

“We have, therefore, developed a Beer Day Britain kit for purchase that builds on the ‘cheers to beer’ theme and includes posters, tent cards and t-shirts. This will provide additional retailer support over and above the existing point of sale we offer free of charge, including guides to beer styles and beer and food matching, dripmats and beer festival kits.

“These will help licensees activate activity such as beer festivals and beer club live and we’re thrilled that a number of pub groups, including Punch, Fullers, ei group and Shepherd Neame have already committed to get behind Beer Day Britain by running events in their pubs.”

Jane added: “I’m excited to be working with There’s A Beer For That and encouraged by the response and commitment we’ve already had from individual licensees and pub groups.

“Celebrating Beer Day Britain with the option to dip into a four-day festival provides a reason for people to visit their local pub, and we want as many operators as possible to join in with the celebrations.

“We know that several brewers are also planning to celebrate with new brews or long weekend events, and some beer shops are participating too, so don’t miss out — get the date in your diary and start planning now.”

• Full details of Beer Day Britain can be found at www.beerdaybritain.co.uk