Beartown Brewery welcomed more than 150 visitors to its Congleton site for Summer of Inception, a free-to-attend community event.
The day combined street art, bold brand engagement, and thousands of free beers in a playful nod to grassroots hospitality.
The event, held at the brewery, saw local residents queuing with an eclectic mix of containers, including wheelbarrows, watering cans, vintage milk churns, and even beehives. Each attendee received up to 10 free cans of Beartown beers,
including its flagship Inception IPA.
More than 400 vessels were branded by Beartown Brewery’s spray artist in a live activation that brought a street-art edge to the town’s industrial quarter. Everything from mini-fridges to sleds were branded with the brewery’s iconic bear logo. There were no strings attached: no data capture, no sales pitch, just a community-first celebration designed to thank local drinkers and reward Beartown’s most loyal supporters.
“In a world saturated with digital messaging, there’s nothing more powerful than a real-world activation like this when it comes to growing your brand,” said managing director Joe Manning.
“We’ll be doing loads more experiential and out-of-home marketing later this year.”
By the end of the day, more than 400 vessels had been branded and filled. That’s approximately 4,000 cans of Inception shared. Beartown’s Instagram feed lit up with a flood of tagged photos, showing many weird and wonderful vessels spray-painted.
