The team behind the Let There Be Beer campaign has hired a former Accolade, Diageo and LVMH marketing boss to spearhead the initiative.

The campaign is funded by industry heavyweights including AB-InBev, Heineken, Carlsberg, SAB Miller and Molson Coors, and aims to boost the UK beer trade.

David Cunningham, who spent three years as Accolade’s chief marketing officer, has been appointed as programme director for Let There Be Beer.

Cunningam, who has also worked for Coca Cola and Schweppes and was global brand director for Guinness during an eight-year stint at Diageo, said: ““I’ll be building on the campaign success to date and working hard in partnership with the whole beer industry to create a consumer campaign that reignites the nation’s love of beer in all its glorious forms.”

A spokesperson from Let There Be Beer said, ‘We are delighted to have David on board and leading the development of Let There Be Beer as we begin to roll out our ambitious and exciting plans for 2014.

“He brings a wealth of experience and insight to the role and we are looking forward to working with him.”

The campaign is also backed by groups like SIBA and CAMRA and has previously used presenter Tim Lovejoy to front TV ads offering food and beer matches.

A campaign spokesman said Cunningham would “lead the development of Let There Be Beer as we begin to roll out our ambitious and exciting plans for 2014”.

Cunningham added: ““There is an ever more diverse selection of beers available in our pubs and supermarkets. One of our aims is to showcase as many as possible, encouraging people to discover this wonderful range of flavours and tastes.

“The Let There Be Beer website now showcases over 400 beers and gives consumers ideas of foods that they can match to enhance further their beer drinking experience. Keep an eye out for more exciting developments coming up over the next few months.

“This is just the start and eventually we would like to have to have all beers in the UK featured on the site.”