BrewDog’s Summer ‘Underdog’ Campaign Brings Beer and Football Together

BrewDog is rolling out its ‘Underdog’ summer campaign across the U.K., bringing together retail, digital, and in-bar experiences to tap into the energy of international football season. The activation is anchored by a nationwide “Win a Year of Beer” promotion, supported by limited-edition packaging, major grocery displays, and interactive consumer engagement. Alongside its retail push, BrewDog bars will host match-day screenings and themed events designed to turn every game into a full-scale brand experience.

In a press release, BrewDog announced that in the course of its nationwide “Win a Year of Beer” promotion, more than 2.8million promotional packs will be landing across major U.K. retailers this summer – with fans who discover one of its special UNDERDOG cans (hidden inside participating packs) winning free beer for a year!

Built around BrewDog’s challenger ethos, the new ‘Underdog’ summer campaign is a nationwide activation across grocery retail, BrewDog bars, e-commerce, on-trade partnerships and social media — all designed to position BrewDog as the craft beer to drink and the place to watch the game this summer.

The promotion will appear across BrewDog Punk IPA, Hazy Jane New England IPA, Wingman Session IPA, Lost Lager and Cold Beer packs and will be supported by large-scale in-store displays, aisle fins, shelf barkers, digital media and national promotional activity throughout the tournament period.

But the campaign goes far beyond retail.

Throughout June and July, BrewDog bars across the U.K. will become destination venues for match-day watch parties, featuring giant screens, themed food specials, pre-booking incentives, giveaways, limited-edition merchandise and guest taps featuring craft beers from Tilray’s U.S. beer portfolio.

Fans visiting BrewDog bars during key match days can expect:

• Match-day food specials and BrewDog’s iconic beer towers
• U.S. craft beer tap takeovers
• Limited-edition merch giveaways
• Interactive “Rock. Paper. Score.” challenges with bartenders
• Personalized experiences and fan activations
• Large-scale screenings and live in-bar entertainment

Lauren Carrol, Chief Commercial Officer, BrewDog, said, “This summer is set to be one of the biggest moments in hospitality and retail, and BrewDog is going all in. We wanted to create something bigger than a traditional beer promotion — a campaign that brings together fans, bars, retailers and communities around shared moments, great beer and the energy of international football.”

She continued, “BrewDog has always been a challenger brand, so the ‘Underdog’ platform felt like the perfect fit. The ‘Win a Year of Beer’ giveaway gives consumers a fun reason to engage with the brand all summer long, while our bars, retail partners and digital platforms help turn every match into a bigger BrewDog moment.”

The campaign also includes:

• Personalized and country-themed cans available on BrewDog.com
• Match-day beer bundles online
• Social-first reactive content tied to major tournament moments
• National paid media and CRM campaigns
• In-bar games and experiential activations
• Consumer giveaways including merchandise and home brewing kits

BrewDog is also partnering with major retailers across the U.K. to secure significant in-store visibility throughout the summer period, including feature displays, pallet activations and event-based promotions designed to drive category excitement during one of the biggest seasonal occasions of the year.

The multi-channel campaign is expected to drive significant uplift across grocery, bars, e-commerce and on-trade channels throughout the summer period.

Promotional packs are available across major grocers and convenience retailers nationwide. Open to U.K. residents aged 18 and over. BrewDog encourages responsible consumption. Terms and conditions apply.

About BrewDog

BrewDog has always had one mission: making people as passionate about great beer as we are.

From iconic classics like Punk IPA, to crowd-pleasers like Lost Lager and Wingman, to boundary-pushing innovations like NanoDog, BrewDog has been brewing bold, distinctive beers since 2007.

Born in Scotland and built by a passionate community of beer lovers, BrewDog has grown into one of the world’s most recognizable craft beer brands, with a global presence spanning breweries, bars and distribution across multiple international markets.

BrewDog’s future will continue to be shaped by the three things that matter most: People, Planet and Beer.

For more information, visit www.brewdog.com or follow @BrewDog on social media.