SCOTTISH brewer and bars group Brewdog is set to launch a UK-wide initiative which will see consumers able to claim a free pint of the company’s beer in its own or other participating bars.
The Free Beer on Us initiative launches on August 24 and will see codes provided on promotional packs of Brewdog’s Punk IPA and Hazy Jane beers in the off-trade.
Once entered into a dedicated website, the codes then provide the consumer with a voucher for a free pint in their nearest participating bar.
Bar and pub operators can register to take part in the scheme via their Brewdog rep or wholesaler.
Brewdog’s UK sales director, Dan Bolton, said the Free Beer on Us campaign “was conceived to support our beloved UK bars and pubs, encouraging consumers to get back to their favourite haunts for a fresh pint of Punk IPA, on Brewdog, in a safe way”.
“As the largest craft brewery in the UK, our scale and strong category share in grocery and impulse perfectly places us to incentivise consumers back into our on-trade partners,” said Bolton.
The news comes after Brewdog launched a special charity edition of Punk IPA in conjunction with comedian Ricky Gervais.
The limited edition ‘Street Dog’ cans feature adoption ads from dogs charities Dogs on the Streets London and All Dogs Matter. Brewdog has pledged to split 100% of the profits from the cans between the two charities.
Brewdog co-founder, James Watt, said: “At Brewdog we are always looking for ways to use our business to do good. When Ricky tweeted us with a genuine endorsement for Punk IPA, we wanted to use our platform to donate to causes he’s passionate about.
“We then decided to take it one step further and not only donate the profits from our Street Dog cans, but give our pawsome four legged friends over at Dogs on the Streets and All Dogs Matter, space on our cans to help them find forever homes.”
Gervais added: “Dogs make me happy. Beer makes me happy. A beer that saves dogs makes me very happy.”
