England are set to play Wales on Saturday afternoon (10 February) at Twickenham Stadium, the team’s first home match as part of this year’s Six Nations rugby tournament, and Ireland on Sunday 11 February in Dublin.
To mark both games, the Ellon-based firm will occupy the Scrummery pub, situated near the stadium, renaming the venue “The Black Heart” and pouring pints of its Black Heart stout during both matches.
Guinness or Black Heart
In addition, BrewDog will also be running sampling activity and giveaways as part of the fully branded take over.
Earlier this week, BrewDog CEO and co-founder James Watt shared on LinkedIn the brand would offer guests that bring an empty Guinness glass into one of their sites a free pint of Black Heart to see which they “like best” between Monday 5 February and Sunday 18 February.
The post said: “The Great Guinness Glass Amnesty. If you have a Guinness glass at home, simply bring it to a BrewDog bar and we will fill it up with Black Heart for free!
“Giving you the opportunity to decide which of the two you like best: Guinness or Black Heart.”
The brand also hosted activations near Twickenham Stadium last year ahead of the Six Nations tournament following the launch of Black Heart in February 2023, including taste testing.
A dry-Irish style, smooth and creamy stout, BrewDog described the 4.1% ABV serve as a “classic draught stout, brewed in and for this century, that can be offered to those looking to try something new”.
Black Heart is now poured in more than 350 pubs and bars across the UK, including Arc Inspirations, Market Town Taverns, and Market Halls, as well as its own, where it is the #4 selling sku, according to BreDog.
Regarding the release of Black Heart last year, BrewDog head of customer marketing Alex Dullard said: “Consumer testing and insight indicates Black Heart has the potential to drive further growth into the category and deliver profit for our customers.”