Brewdog launches "world's biggest ever" beer sampling campaign
Brewdog has launched a campaign to deliver one million pints of its flagship Punk IPA in a bid to convert more people to craft beer.
Over the next four weeks Brewdog intends to give away one million beers in what it describes as “the world’s biggest ever beer sampling campaign”.
As the popularity of IPA grows, Brewdog predicts it will overtake lager as the UK’s favourite beer style within the next ten years.
To claim one of the free beers members of the public are invited to enter their details at www.brewdog.com/1million. They will then be issued with a beer token that can be taken into any of the brewer’s 50 bars around the world in return for a pint of Punk IPA. Beers will also be redeemed via Brewdog’s online shop and participating retailers.
Co-founder, James Watt, said: “We are in the midst of what will be a seismic change in beer drinking habits in the UK. The rise of IPA shows no signs of slowing down. This is a welcome sign that more people are open to beer that is full of flavour and character, and not just insipid, artificially flavoured offerings of faux-craft fraudsters.
“The millions of people around the UK who call Punk IPA their favourite beer cannot be wrong, that’s why we are certain a million more will join them after experiencing their first pint of Punk.
“This is a new chapter in the craft beer revolution. This is all or nothing. This is a million Davids taking on the industrial Goliaths. This is the dawn of a new era for craft beer.
“Over the past ten years we have helped turn craft beer from a curiosity into a force to be reckoned with. We have propelled the movement alongside many breweries that share a similar mission. We have been fuelled by the passion of an army of fans that we fed up with the status quo. Today, we declare a new front in the battle for good beer.”