Following successful trials in recent weeks, Picturehouse Cinemas will be teaming up with pan-industry campaign There's A Beer For That to host 50 beer and food pairing events for Picturehouse members across the land. The events will be free, and take place after special Sunday preview screenings.
For There's A Beer For That, it’s about the chance for 3,000 people to sample beer in a new context. For Picturehouse: 'We think this complements what we're all about,' communications director Gabriel Swartland told Imbibe when explaining the alliance at last night's launch event at the group's flagship cinema in Piccadilly. 'We are all about the experience. And it also allows us to educate our staff.'
With all 23 of its venues licensed, beer already played a part in the sales mix prior to the partnership. But in the past, training and brand link ups had focused on wine and spirits. 'This year it’s all about beer,' said Swartland.
Two representatives from each site attended a day-long training course with beer sommelier Annabel Smith before taking the food matching concept back and briefing their teams.
'There's already been a bit of mission creep,' said operations manager Simon Woplin, citing staff requests to run extra beer tastings. One cinema already has a popcorn and beer menu.
This is the latest in a series of partnerships with pub and hospitality groups for There's A Beer For That. Currently working with Admiral Taverns, Punch, Enterprise and M&B, resource materials to enable others to run Beer Clubs such as this one at Picturehouse, are available on request.