Three beer industry associations are combining their resources to launch a new advertising and social media campaign to encourage more people to drink beer.

The "Beers to That" campaign "aims to elevate and celebrate the beer category while reminding consumers of legal drinking age who choose to drink alcohol that there is a beer for just about every occasion," according to a statement by the Beer Growth Institute, a collaborative project of the Beer Institute, National Beer Wholesalers Association and Brewers Association.

The campaign is rolling out in Austin, Texas, with digital advertising, a consumer website, experiential events, point-of-sale materials and out-of-home advertisements. The groups also plan to unveil four murals painted by local artists.

"The ‘Beers To That' campaign celebrates beer and reminds adults of legal drinking age why they should choose a beer to quench their thirst," Beer Institute CEO Jim McGreevy said in a statement.

The groups did not say when or if the campaign will expand beyond Austin.

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