Beer genie to grant beer fans wishes

The British Beer & Pub Association (BBPA) has embarked on an online initiative to improve awareness, appreciation and image of beer with the launch of a new website.

BBPA recruited Rupert Ponsonby, beer guru and director of R&R Teamwork, to produce www.beergenie.co.uk – a site that focuses on the history, provenance, health benefits and sociability of beer as well as offering information, advice, hints and tips about all things beer-related.

“Beer Genie aims to provide a resource not just for journalists and the general media, but also for pubs, restaurants, marketing companies and the general public,” said Ponsonby.

"Written in a lively, easy to understand style, beergenie takes a stroll around beer’s role in British culture through many convivial occasions such as weddings, barbecues and picnics.

It also highlights beer’s history, production and cornucopia of styles. The website examines beer’s Pandora’s Box of natural ingredients and what each contributes to a beer’s colour and flavour. It confronts the myth of the beer belly (beer has zero fat or cholesterol) and gives handy tips on matching beers with food in the home or in the growing number of top restaurants.”

Some of the features on the site include what beer to drink during the World Cup; summer wedding beers, tips on beers for a barbecue; as well as a photo library showing drinkers enjoying beers in all sorts of social occasions aimed at getting beer more coverage in the local and national press.

Ben McFarland, 18.06.2010