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Beefsteak Club launches summer-long BBQ campaign

Ehrmanns’s award winning Beefsteak Club wine brand is launching a major new campaign to “beef up your BBQ” that will run from April to September, and involve a series of partnerships and tie-ins.

The #BEEFUPYOURBBQ campaign will kick off in April with a TV advert that will run on ITV Saturday cookery shows, C4 Sunday Brunch, ITV channels and the SKYTV’s Food Network. It will run throughout the summer, with a focus on Father’s Day and National BBQ Week on July 2nd-11th, which Beefsteak Club is sponsoring.

During National BBQ Week the wine brand will take part in experiential roadshows, virtual sampling events, radio competitions and other media activity.

It is also partnering with gas bbq company Char-Broil to run events and competitions on social media, as well as influencer @BBQLads to provide exclusive video content, grilling advice and top tips for a fun barbecue.

Finally, the Beefsteak Club is the official wine partner to the UK’s largest BBQ festival, Smoke & Fire Festival. It will host a bar at the live event, which takes place in Colchester on the 20-22nd August, and sponsor a category of the British Open BBQ Championship.

According to National BBQ week, last year saw 100 million BBQ occasions between April and August 2020, up 44% on the previous year, with Brits spending £834m on barbecues last year, up a whopping £329m on 2019.

The original Beefsteak Club Malbec from Mendoza grew 167.8% in volume in 2020 to reach 1.5m bottles a year. It is now the second bestselling branded Argentine Malbec in the UK and one of the fastest growing (Source: Nielsen Scantrack GB Total Grocery 52 w/e January 4 2021).

Susannah Taylor, Ehrmanns Marketing Manager said that 2021 was set to be “the year of barbecue”, and Beefsteak Club would work with its partners to beef up Britain’s barbecues throughout the spring and summer, with a return to live events, chances to win a Char-Broil grill and lots of fresh digital content.

“We see the Beef Up Your BBQ campaign as a great opportunity to engage the millions of barbecue enthusiasts in the UK, as well as complementing the activities of our retail customers,” she said. “With restrictions due to Covid 19 continuing to impact on daily life, this is sure to be a sizzling summer for barbecue, whatever the weather.”

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