Brewdog has launched a campaign in London around summer park-drinking culture for its Punk IPA brand.

The Park IPA campaign centres on ads across 534 sites on the Tube and at outdoor locations, running for three weeks, with an estimated reach of 11 million people.

The brand is also being backed by retail activaty, including 1,100 front-of-store units in the Co-op, and screens and in-aisle POS in around 100 each Sainsbury’s and Tesco stores.

There will also be a Punk Happy Hour e-commerce promotion and a sampling campaign with Deliveroo involving 20,000 cold cans of Punk IPA and flyers for a free pint at participating bars. The Deliveroo partnership includes in-app media.

Lauren Carrol, Brewdog’s chief operating officer, 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.”