BrewDog has launched a major summer campaign to coincide with the World Cup, with activity running across retail, bars, e‑commerce and digital channels throughout the UK.
For the off‑trade, the ‘Underdog’ campaign includes a nationwide ‘Win a Year of Beer’ promotion, with more than 2.8m promotional packs landing in stores. Fifty ‘Underdog’ cans have been hidden across participating packs, with winners receiving free beer for a year.
The promotion spans BrewDog Punk IPA, Hazy Jane New England IPA and Wingman Session IPA 4x330ml packs, alongside Lost Lager and Cold Beer 10x440ml formats. Support includes in‑store displays, shelf barkers, aisle fins, digital media and national promotional activity during the tournament period. Promotional packs are available now.
BrewDog bars will also run football‑focused activity throughout June and July, and the campaign extends online through personalised cans, match‑day bundles and reactive social content tied to tournament moments.
