Yeah, not knocking it. Definitely not a bad idea.
It's not that long ago that wine, in these isles, was being promoted as new lifestyle foody type thing, and now it's everywhere, even if it has gone done the cheap and plenty route.
In fairness to the Beeb though, they are quite good at promoting new foody trends once there's enough interest shown. I just hope that it doesn't go full circle like wine. By that I mean, beer is seen as cheap swilling liquid to get drunk on, and while the initial interest will be that it can be enjoyed with food, I'd be worried that it'll quickly revert to being 'cheap swilling liquid to get drunk on' while eating food.