Airlines to host American-themed craft pop-up

By Emily Hawkins contact

- Last updated on GMT

Landing in London: two airlines will offer more than 200 craft beers from the US at a special pop-up pub
Landing in London: two airlines will offer more than 200 craft beers from the US at a special pop-up pub

Related tags: Craft beer, Marketing, Ale, Us, United states

A pop-up pub showcasing hundreds of US craft beers will open this month in the latest marketing ploy by two airlines to attract UK tourists to cross The Pond.

Microbrews from each of the 230 US destinations catered to by airlines Virgin Atlantic and Delta Air Lines will be available, giving pubgoers a very literal taste of potential holiday destinations.

The pub in Holborn, London, will feature themed nights and pub quizzes with free flights as prizes.

Labelled as the Joint Venture pub for 10 days, the Old Crown Public House on New Oxford St will host the takeover from 10-19 August.

Beer prices will start from £4, with a variety of brews from different US states available.

Country-wide choices

Reuben’s Brew Pilsner (5.4% ABV) from Seattle, Washington, will be representing the 'Emerald City'.

A blonde wheat ale from the Big Apple will be offered from Brooklyn-based Sixpoint Brewery. Sweet Action (5% ABV) is a combination of blonde ale, wheat beer and part ale.

From the Sunshine State of Florida, Cigar City Brewing Jai Alai IPA (7.5% ABV) is an ale taking inspiration from a Spanish ball game once popular in the bay area around Tampa.

During its residency, the Joint Venture will stay open until 3am on Thursday, Friday, and Saturday, with a 1am close for the rest of the week.

Pledge of hospitality

Virgin Atlantic senior vice-president for marketing Claire Cronin said: "What better way to bring people together than over a beer, or better still, 230 beers?

"The Joint Venture will bring a taste of the US to London and, through the ever-popular US craft beer scene, show the variety of destinations that UK travellers can fly to with Virgin Atlantic and Delta Air Lines."

Delta's senior vice-president for Europe, Middle East, Africa and India, Corneel Koster, said: “Delta and Virgin Atlantic are both renowned for their hospitality and the Joint Venture enables us to bring this from the air to the ground, so come down and enjoy this truly special trans-Atlantic pub experience.”

Related topics: Beer

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