Britain’s Beer Alliance, an umbrella body representing the beer industry, has launched a £10m integrated marketing campaign to celebrate the best of British brewing.

Created by SapientNitro and directed by Michael Winterbottom the piece showcases a diverse group of people from all walks of life supping beers to demonstrate that there’s a fermented yeast to suit any occasion.

Filmed in the style of a documentary a cast of 250 were recruited from London, Liverpool, Manchester, Lancashire, Yorkshire and Wales.

Winterbottom said: “This is the first time I've directed a TV commercial. The idea was simple – to film a cross-section of people around the country enjoying a beer with a meal. I like beer and I like food, so it was hard to think of a reason not to do it.”

David Cunningham, programme director at the British Beer and Pub Association, added: “This campaign has been designed to reignite Britain’s love of beer and to show its appeal across the full breadth of multi-cultural Britain. We wanted to demonstrate the quality, diversity and the versatility of beer.”

There’s a Beer for That is Sapient Nitro’s first work for Britain’s Beer Alliance since the agency won the integrated advertising account in May.