A national beer campaign has arrived in the county this January.

Having been involved in the campaign loosely in previous years, this is the first year that Cumbria has volunteers based in the county.

Cumbria has representatives based in Carlisle, Kendal and Eden, promoting the Tryanuary campaign.

Manchester branding director Andy Heggs launched the campaign Tryanuary after a conversation with his two friends - Stuart Swann and Shane Swindells.

Stuart and Shane both own their own breweries, Stuart in Glossop and Shane in Congleton, while Andy has worked on the branding of a number of breweries across the country.

In 2015, the trio had been discussing the struggles breweries face in January and how they could improve the industry's fortunes, in what is a notoriously challenging month.

Their answer - Tryanuary.

A national campaign which champions local beer, pubs and breweries through the use of social media.

Businesses can either use the hashtag #Tryanuary to raise the profile of a brand, product or event, or they could ask one of their local champions to promote something for them.

Tryanuary now has "champions" for 64 areas up and down the country.

Andy gave up the reigns of the campaign to his friend Tom Stapley, who took over the role of organiser late last year.

Based in Surrey, Tom is responsible for co-ordinating the campaigns across the country - including Cumbria.

One of Cumbria's Tryanuary events:

Tom runs a weekly Twitter event called Craft Beer Hour, which is a niche take on the world of beer.

Each week a different brewery or bottle shop takes charge of the @CraftBeerHour Twitter page, which is their hour to promote their products or brands in whatever way they like.

Tom insists that the aim of the campaign is not to turn Dry January into Tryanuary.

He said: "We are not trying to deter people from Dry January, we are not appealing to those people.

"If people are doing Dry January they'll be doing it regardless.

Tom delegates the responsibility of local promotions and events to his local champions.

However, Tom insists that at the moment at least, there are no financial rewards tied to the campaign.

He said: "There is zero financial gain at the moment, we are doing it for the love of beer.

"That's not to say there won't be in the future, but at the moment there isn't.

"I have a website to pay for, it's not much, but there many other things I should be doing to make money!

"Having said all that, I am so passionate about the beer and I do see it as a good campaign to have in my portfolio."

On January 28, it will be Cumbria's Tryanuary day.

Another of Cumbria's Tryanuary events:

Cumbria's local champions will be handed over the reigns of the national Tryanuary page, with that day dedicated to promoting breweries, bottle shops and pubs across the county.

Based in Eden, Sean Banks has helped to promote local beer throughout the month.

Along with his two fellow champions, Sean is currently planning a bus trip which will feature visits to a range of local pubs and breweries.

It is hoped the day will take place on Cumbria's Tryanuary Day, which is on January 28.

Sean got involved with the campaign out of a love of beer, and thinks that campaigns like this are vital to the industry, in what is a challenging month.

"I think historically, January is quite a quiet month, people have spent a lot at Christmas, people are saving for holidays, people also do Dry January.

"It all helps." he adds.

"A lot of small businesses struggle this time of year, my local pub does well because it's just off Pennine Way, but there are some pubs that won't see a soul for weeks."

One of the events being championed by the campaign, is a tasting session by Beer Ambleside, situated at the top of Lake Windermere.

From 12pm-4pm today, punters can enjoy free samples of over 20 beers.

They can also benefit from discounted bottles, with over 400 beers and ciders in store.

Kelly Barbenson owns the store, which opened in June, with business partner Alastair Kirk.

On why she got involved with the campaign, Kelly said: "It is a national campaign to support the pub trade and shops.

"We wanted to get involved because we want to get people to try new beers.

"It is going to be a wide range of beers and some different styles."

To find out more about Tryanuary visit, www.tryanuary.com/.