BrewDog, one of the UK's leading craft beer brands and part of Tilray Brands, Inc., has launched its largest-ever summer campaign, transforming bars, retail, and digital platforms into a celebration of international football and beer. The 'Underdog' campaign includes a nationwide 'Win a Year of Beer' promotion, with over 2.8 million promotional packs hitting major retailers.
Campaign Highlights
The promotion features special UNDERDOG cans hidden in packs of Punk IPA, Hazy Jane New England IPA, Wingman Session IPA, Lost Lager, and Cold Beer. Winners receive free beer for a year. The campaign is supported by in-store displays, digital media, and national advertising.
Match-Day Watch Parties
Throughout June and July, BrewDog bars across the UK will host destination watch parties with giant screens, themed food, giveaways, and U.S. craft beer tap takeovers. Fans can enjoy interactive challenges like 'Rock. Paper. Score.' and limited-edition merchandise.
Lauren Carrol, Chief Commercial Officer of BrewDog, stated, 'This summer is set to be one of the biggest moments in hospitality and retail. We wanted to create something bigger than a traditional beer promotion.'
The campaign also includes e-commerce activations, on-trade partnerships, and social media engagement, positioning BrewDog as the go-to craft beer for football fans this summer.
