Leffe Shows Its Unique Appeal with Awards Sponsorship

The UK’s No 1 Speciality Beer has joined forces with the capital’s listings magazine for the second year running to support the Eating and Drinking Awards which honour the best operators in retailing including gastro pubs, bars and restaurants.

The brand is also sponsoring the 25th edition of the Time Out Eating and Drinking Guide – an annual review of the star venues in London - which has just been published. 

Ken Valledy, Marketing Manager at InBev UK, says: “We are communicating the brand’s strong product appeal - its distinctive taste and ingredients and the fact that it is a beer to linger over and savour - to a key audience of premium consumers who are very much into good food and drink.

“It’s an ideal link for Leffe to be helping consumers discover the best places to eat and drink across the capital.

“It will illustrate that Leffe is well matched to a range of dishes, encourage more people to experiment with beer and food matching - and build on consumer awareness created by the brand’s sponsorship of a series of summer Taste festivals.”

Leffe was served to people arriving at the Awards ceremony which was staged at The Wellcome Collection Conference Centre, London. They were able to enjoy a glass of Leffe in its branded Chalice glass which enhanced the aroma and the Leffe drinking experience.

The Awards covered ten categories including Leffe Best New Restaurant, Best Bar, Best Gastropub, Best Design, Best Cheap Eats, Best Local Restaurant and Best Family Restaurant. A list of winners in each category was chosen by an expert panel of judges including the magazine’s restaurant critic Guy Dimond and readers and web users also voted.

The magazine’s experienced reviewers anonymously visited each outlet. Judging criteria included service, ambience, value for money, quality of ingredients, taste and presentation of dishes and the diversity and standard of drinks.

• Visit www.specialitybeerselection.co.uk