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The campaign, which launches today (Monday 10 August) includes an out-of-home push in the capital, across 534 sites on the Tube and outdoor network, running for three weeks.
The business has partnered with Deliveroo to sample 20,000 cold cans of Punk IPA, each with a flyer for a free pint at participating bars.
There is also activity in the off-trade with retail activation including 1,100 front-of-store units at Co-op and proximity screens with in-aisle PoS across about 100 stores each at Sainsbury’s and Tesco as well as a ‘Punk Happy Hour’ e-commerce promotion.
Craft beer
BrewDog chief operating officer Lauren Carrol said: “Summer in London is all about parks, pints and good company and we want Punk IPA at the heart of it.
“This campaign puts us right where Londoners already are, making the most of the sun and reminds everyone why Punk has been the nation’s favourite craft beer for years.”
In the most recent edition of The Morning Advertiser’s Drinks List, which uses data from CGA by NIQ to analyse the sales of brands in 16 different drinks categories, BrewDog Punk IPA sold 26,939 hectolitres (HL) and its value sales were at £27.4m in the year to 4 October 2025.
Company results
March this year saw Tilray acquire the beer and bar operation in a £33m deal. CEO Irwin Simon told The Morning Advertiser he had always wanted to own BrewDog.
Earlier this summer (June), Tilray revealed it had invested about £50m into stabilising the Scottish brewer and bar operator after the acquisition.
As reported in MCA last month (July), BrewDog contributed more than $50m (£38.5m) to Tilray Brands’ revenues and was cited as a major future growth driver.
In its results, Tilray said it had stabilised the business, improved performance and positioned BrewDog for profitability, while leveraging its ‘iconic pub network and experiential consumer platform’.
