‘Win a Year of Beer’ in new summer marketing for BrewDog
SCOTTISH craft brewer BrewDog is set to capitalise on the incoming summer of sport with the launch of a new on-pack campaign across its range.
Built around BrewDog’s “challenger ethos”, the new ‘Underdog’ summer campaign offers consumers the chance to win a year of beer by finding one of 50 Underdog cans of BrewDog beer across promotional packs.
Landing across UK retailers this week, the new promotion can be seen across BrewDog’s core range consisting of four-packs of BrewDog Punk IPA, Hazy Jane New England IPA and Wingman Session IPA as well as the 10-pack format for Lost Lager and Colder Beer.
This will also be supported through large-scale in-store displays, aisle fins, shelf barkers, digital media and national promotional activity, which is set to run across the Fifa World Cup to help tap into the excitement of the excitement of the football tournament.
BrewDog is also set to partner with major retailers across the UK to help secure in-store visibility across the campaign and drive up additional sales from the off-trade.
The multi-channel promotion is expected to drive up significant trade across grocery, on-trade and e-commerce channels throughout the summer months.
Lauren Carrol, chief operating officer at BrewDog, 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.”
