BrewDog Launches Park IPA to Celebrate London’s Summer Park Culture
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Editorial Dept.
BrewDog is bringing a fresh twist to its iconic Punk IPA this summer with its new Park IPA campaign. The initiative celebrates London’s love of enjoying drinks outdoors and will run across parks, retailers and BrewDog bars. The campaign will also encourage people to enjoy Punk IPA at barbecues, festivals and other summer gatherings.
According to a press release from BrewDog, the campaign launches August 10 with a city-wide advertising takeover, alongside a partnership with Deliveroo that will see 20,000 chilled cans of Punk IPA sampled across London.
Samples will be distributed only to adults aged 18+ in accordance with applicable age-verification requirements. Each sample will include a voucher redeemable for a complimentary pint at participating BrewDog bars.
Park IPA will also be supported through retail activations in Co-op, Tesco and Sainsbury’s stores, as well as digital advertising and e-commerce promotions designed to drive trial throughout the summer period.
While the campaign is rooted in London’s parks, BrewDog sees the idea extending more broadly across the summer drinking season, from BBQs and garden gatherings to festivals and spontaneous outdoor occasions.
At its core, “Park IPA,” is a campaign designed to make Punk IPA® synonymous with one of London’s most distinctive summer rituals: enjoying a cold beer in the park.
From Hampstead Heath to Victoria Park, London’s green spaces become outdoor pubs every summer. So BrewDog is celebrating summer social occasions with the limited Park IPA campaign. The campaign is built on research showing 70% of 18-44-year-old Londoners take beer, wine or spirits to parks during the summer1, making park drinking one of the city’s biggest seasonal social occasions. BrewDog is using the insight to reposition its flagship Punk IPA as “Park IPA” throughout August.
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. For millions of Londoners, the park is where summer happens. Park IPA is our way of celebrating that culture and summer.”
For more information, visit www.brewdog.com or follow @BrewDog on social media.
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