BrewDog launches ‘Park IPA’ campaign in London

BrewDog has launched a major marketing campaign titled ‘Park IPA’ to align its flagship Punk IPA with London’s summer park-drinking culture. The initiative, which began on August 10, aims to reach an estimated 11 million people through a city-wide advertising takeover involving 534 sites across the London Underground and outdoor networks.

As part of the campaign, BrewDog is partnering with Deliveroo to distribute 20,000 chilled cans of Punk IPA, each accompanied by a voucher for a complimentary pint at participating BrewDog bars. The brand is also implementing retail activations at Co-op, Tesco, and Sainsbury’s, utilizing front-of-store units and in-aisle promotional materials.

The campaign follows research indicating that 70% of Londoners aged 18-44 consume alcohol in parks during the summer months. Lauren Carrol, Chief Operating Officer at BrewDog, stated that the goal is to place Punk IPA at the heart of London’s summer social rituals.