BrewDog is launching one of its biggest-ever summer campaigns, transforming bars, retail and digital platforms across the UK as part of a celebration of international football.
At the center of the campaign is BrewDog’s nationwide “Win a Year of Beer” promotion, with more than 2.8m promotional packs landing across major UK retailers. Fans who discover one of BrewDog’s special UNDERDOG cans hidden inside participating packs will win free beer for a year.
The promotion will appear across BrewDog Punk IPA, Hazy Jane New England IPA and Wingman Session IPA 4x 330ml, as well as Lost Lager and Cold Beer 10 x 440ml packs and will be supported by large-scale in-store displays, aisle fins, shelf barkers, digital media and national promotional activity throughout the tournament period.
Throughout June and July, BrewDog bars across the UK will become destination venues for match-day watch parties, featuring giant screens, themed food specials, pre-booking incentives, giveaways, limited-edition merchandise and guest taps.
Chief operating officer at BrewDog, Lauren Carrol, said, “This summer is set to be one of the biggest moments in hospitality and retail, and BrewDog is going all in. We wanted to create something bigger than a traditional beer promotion — a campaign that brings together fans, bars, retailers and communities around shared moments, great beer and the energy of international football.
“BrewDog has always been a challenger brand, so the ‘Underdog’ platform felt like the perfect fit. The ‘Win a Year of Beer’ giveaway gives consumers a fun reason to engage with the brand all summer long, while our bars, retail partners and digital platforms help turn every match into a bigger BrewDog moment.”
No comments yet