BrewDog is launching “Park IPA,” a major campaign to make Punk IPA the definitive craft beer of London’s summer park-drinking culture, with 70% of 18-44 year old Londoners known to take beer, wine or spirits to parks in summer.
The campaign’s centrepiece is a London-wide out-of-home push across 534 sites on the Tube and outdoor network, launching 10 August and running for three weeks, with an estimated reach of 11 million people.
Ahead of that, BrewDog is partnering with Deliveroo to sample 20,000 cold cans of Punk IPA, each paired with a flyer for a free pint at participating bars. From 10 August, the partnership expands into in-app media across category, grocery and homepage placements.
The push is backed by major retail activation, including 1,100 front-of-store units at Co-op and proximity screens with in-aisle POS across roughly 100 stores each at Sainsbury’s and Tesco, alongside a “Punk Happy Hour” e-commerce promotion.
Lauren Carrol, Chief Operating Officer at BrewDog, said: “Summer in London is all about parks, pints and good company, and we want Punk IPA at the heart of it. This campaign puts us right where Londoners already are, making the most of the sun, and reminds everyone why Punk has been the nation’s favourite craft beer for years.”
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