KING OF BEERS THROWS DOWN THE FOOD GAUNTLET TO WINE
Greene King backs launch of Beer With food Week 14-20 March 2005

For centuries beer was part of Britain’s staple diet, although recently it has been knocked off the dinner table by wine and is often seen as the poor relation at the dining table. Now beer is fighting back with the launch of Beer With Food Week, 14 – 20 March 2005.

Beer With Food Week is the brainchild of beer and pub trade publication The Morning Advertiser and is sponsored by Greene King, the brewers campaigning for greater beer and food recognition. The initiative is backed by the beer industry and dedicated to getting beer back on UK dining tables.

Sue Thomas- Taylor, marketing director for Greene King Brewing Company says:  “Throughout the week, pub-goers across the nation will be whetting their appetites and quenching their thirsts with delicious dishes accompanied by fine beers.  The idea is to get people to re-explore the joys of combining beer with food and indeed, to bring some taste back to the table.”

“We’re using Beer With Food Week to remind people that beer is a natural, wholesome product, full of flavour, and that the experience of the quality beer with the right dish can be a welcome new adventure for bored taste-buds! “

Not just pubs are getting behind Beer With Food Week.  To launch and celebrate Beer With food Week, critically acclaimed chef, Michael Moore, will be opening his Blandford Street* restaurant in London for an afternoon of beer and food appreciation on Wednesday 9 March 2005.

For the first time ever, this one-off event will bring together the global food expertise of Michael Moore and the extensive brewing experience of John Bexon, Greene King Head Brewer.  

Together these masters of food and beer will create a menu specifically suited to a range of beers – and a menu that will both challenge perceptions and taste buds.

Sue Thomas-Taylor challenges the misconception that wine deserves more recognition than beer: “Unfortunately there are a lot of people who think the only socially acceptable drink with a meal is wine. This is snobbery. Of course wine is great with certain foods, but if you get the match right, beer can be just as good, if not better! For example, a cool glass of award-winning Greene King IPA served with a spicy curry or Mexican dish is just the business. Or Abbot Ale served with a mature cheddar seriously can’t be beaten.

 “In March, pubs across the country will be running Beer With Food promotions and getting customers to sample the delights of new taste combinations. We’re hoping to convert thousands of Beer With Food novices into Beer With Food advocates.”

Beer With Food Week is the industry’s chance to challenge the perception that good food should be accompanied by wine. With the excellent variety of food most pubs produce and the diverse range of beers stocked, now is the perfect time to let the public know about the wonderful array of tastes and flavours that can complement each other.

(4/3/05)