The group behind the UK's 'Let There Be Beer' campaign has vowed to push on with its mission to “reignite” the category despite the setback of a high-profile TV ad being banned. 

The Advertising Standards Authority (ASA) last week ruled that the ad, part of a campaign launched in June, must not be shown again. A single complaint came from Alcohol Concern's Youth Alcohol Advertising Council. 

The ad, which featured various scenes of people drinking beer in difficult situations, was deemed by the ASA to imply that alcohol could contribute to a person's popularity and was a key element of social success. 

The Coalition of UK Brewers, which includes Heineken, SABMiller, Carlsberg, Anheuser-Busch InBev and Molson Coors, said it was “disappointed” by the ruling, but respected the decision.

"We made every effort to ensure that this advert was suitable for broadcast including close collaboration with the body responsible for pre-clearing TV ads, editing the script and storyboard in line with its feedback to ensure it was clear that the advert was celebrating what is great about the national drink," the group said in a statement. 

"We are pleased that no consumers have complained about the advertisement. Indeed our research shows it was positively received, understood and enjoyed."

The statement added: “Let There Be Beer will therefore continue in its mission to reignite people’s love of beer, to celebrate the dedication and passion of brewers and pub landlords up and down the country, and ultimately, work to safeguard the future of the nation’s favourite alcoholic drink.”

Expert analysis

UK Beer Market Insights 2013

UK Beer Market Insights 2013

The report covers total market (on- and off-premise) and includes valuable insight and analysis on beer market trends, brands, brewers, packaging, distribution channels, market valuation and pricing....read more