BrewDog is launching Park IPA, a campaign to make its Punk IPA the definitive craft beer of London’s summer park-drinking culture.
The campaign’s centrepiece is a London-wide out-of-home push across 534 sites on the Tube and outdoor network, which launched yesterday. This has an estimated reach of 11 million people.
Ahead of that, BrewDog is partnering with Deliveroo to offer a sample of 20,000 cold cans of Punk IPA, each paired with a flyer for a free pint at participating bars. The partnership expands into in-app media across category, grocery, and home page 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 point of sale across roughly 100 stores each at Sainsbury’s and Tesco. There will also be a Punk Happy Hour e-commerce promotion.
“Summer in London is all about parks, pints, and good company, and we want Punk IPA at the heart of it,” said Lauren Carroll, chief operating officer at BrewDog.
“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.”
