Shoppers at Tesco will learn about beer styles and food matching when they browse the BWS aisles throughout April via a range of POS from trade campaign There’s a Beer for That.

The £10 million campaign, funded by Britain’s major brewers, has previously relied on advertising and social media to educate the masses, but this is its first off-trade partnership.

Branded aisle bunting and shelf barkers will offer tasting notes on styles like pale ale and stout, along with recommended food pairings.

Neil Gannon, marketing lead for There’s a Beer For That, said: “We’re passionate about continuing to educate customers on the quality, diversity and versatility of beer, and there is no better partner than Tesco, who understand their customers needs whilst also encouraging them to work on a cross category beer initiative. We’re thoroughly looking forward to the launch of the Springs Drinks Festival.”

He added that Tesco is the first major retailer to “hero” beer.

Natasha Pitman, customer manager for beer at Tesco, said: “We pride ourselves on meeting customer’s expectations and with beer experiencing a major renaissance, we have seen an increase in demand for a wider variety of beer available to purchase.

“Our partnership with There’s A Beer For That will be the first promotion of its kind, giving different styles of beers the same visibility as wine and spirits, both online and in store. We believe that There’s A Beer for That is the perfect campaign to guide our customers on a journey of discovery through the beer category by communicating the diversity of beer.”