Brewers in the UK are relaunching the 'Let There Be Beer' campaign under a fresh banner, including a new TV ad as part of a GBP10m (US$16m) spend. 

The rebranded initiative, unveiled at a launch event in London last night, is called 'There's a Beer for That'. The aim is to highlight the “quality”, “diversity” and “versatility” of beer in order to "reignite" the category, according to the organisers. 

A Michael Winterbottom-directed 60-second TV ad, which debuts on Sunday, is the centrepiece of the campaign. 

Other activity will include an interactive Twitter service to help consumers pair beer with food and on- and off-trade intiatives running for the rest of this year and next. A new campaign website is also being launched. 

Despite a renewed interest in cask ale, overall UK beer sales have been falling steadily over the past seven years, according to industry figures

David Cunningham, the campaign's director, told guests: “We are trying to tell people to think differently about beer.” 

All five global brewers - SABMiller, Carlsberg, Heineken, Anheuser-Busch InBev and Molson Coors  - remain backers of the campaign, as well as some regional brewers, the British Beer & Pub Association, Society of Independent Brewers and Cask Marque. 

The groups have also formed a new body - 'Britain's Beer Alliance' - to “give an identity to the campaign", the organsiers said. 

'Let There Be Beer' was launched in June last year, but received a mixed reception. An ad for the original was also banned by the UK's Advertising Standards Authority

Cunningham admitted last night: “We've learnt a hell of a lot in the last 18 months.”