BrewDog has agreed a 12-month partnership with Underbelly to become the official beer supplier across several of the events and venue operator’s sites.
The deal, which has scope to extend beyond the initial term, covers Christmas in Trafalgar Square, Skate at Leicester Square, Underbelly Boulevard Soho and Underbelly at the Edinburgh Fringe.
Taps at Underbelly Boulevard Soho have been switched to BrewDog beers, including Lost Lager, Wingman, Cold Beer and Punk AF. The Edinburgh Fringe activation will run throughout August.
At Underbelly at the Edinburgh Fringe, BrewDog will operate a branded bar at Bristo Square, while other bars within the venue will serve BrewDog lagers and alcohol-free options on draught, alongside craft beers in cans.
The partnership will be supported by social media activity to drive awareness and footfall across the venues and events during the year.
