There's a Beer For That, the cross industry initiative to promote beer, is looking for more pubs to join its campaign to "change drinker's behaviour."

Last year the organisation, which is funded by Britain's Beer Alliance, ran activity in 4,000 on-trade outlets across 15 pub companies, a number which the organisation has pledged to increase this year.

"In 2017 we want to extend the scope of events run under the There's A Beer For That banner and encourage consumer trial through experiential education," said programme director, David Cunningham.

"These trade partnerships are critical to communicating the right messages to consumers and we'd urge everyone to think about how they might work with There's A Beer For That to encourage reappraisal of beer amongst consumers."

Activity has already been confirmed with Everards, Shepherd Neame and St Austell.

Cunningham said: "A wide range of pub groups and off trade retailers have run successful activity that has not only informed and educated but also had a positive and direct impact on sales.

"Their experience highlights that those trade partners who haven't interacted with the campaign or taken advantage of the resources we make freely available really are missing out."

Theres A Beer For That Logo

Britain's Beer Alliance, originally launched back in 2013, is funded by brewers including Heineken, Molson Coors, AB InBev and Carlsberg, as well as the British Beer and Pub Association.

Money for 2017 has already been secured and the organisation has plans to expand its BeerMatch social media initiative and create more partnerships with the likes of Picturehouse Cinemas and the Daily Telegraph, with which it already works.

Check out how beer was more popular than fizz this New Year's Eve too.