BrewDog declares 'Punk State' with free beer to be handed out in Edinburgh and Aberdeen
The mass-sampling mission across Europe will see visitors to the Punk State pop-up receive a BrewDog passport on arrival, which once stamped, will entitle them to a free Punk IPA.
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The project will build off the success of the beer brand’s Punk State activations last year, which achieved nearly a million engagements on social media and saw 23,000 cans of the brewery’s flagship beer, Punk IPA, handed out.
This year, the firm say it will be "bigger and better than ever", as the scheme expands to 16 cities across the continent.
A special Punk State truck will arrive in the dead of night to set up shop, with the operation ready to roll by morning, with seating for consumers and an undercover bar.
Througout the next few months BrewDog will appear in urban areas in locations such as Barcelona, Milan and Hamburg, putting Punk IPA "into the hands of the people".
The event will arrive in Castle Street in the capital on the 2nd and 3rd of August before heading to north to Aberdeen's Civic Square on the 9th and 10th of August.
BrewDog say it's the latest move in their battle with bigger brands, introducing drinkers to an alternative to "mass market, bland brewing".
The Punk State passports will also contain key information about the benefits of becoming an Equity Punk. New sign ups will join a community of nearly 107,000 strong, and will be entered into a draw with the chance to receive a whopping £1,000,000 worth of BrewDog shares.
James Watt, founder of BrewDog said: “With Punk State being such a huge success last year, we really wanted to dial it up to 11 in 2019 with a bigger and better tour that not only spans the UK but Europe as well.”
“At BrewDog we always want to put our money where our mouth is and let the beer do the talking, this is why we’re bringing our flagship beer, Punk IPA, directly to the people so they can experience the craft beer revolution firsthand.”
Punk State kicks off on the 31st May in Barcelona and will be running for four months with the last event happening on the 20th September in Bristol.
Please see below for a full list of dates:
31st May – 1st June | La Maquinista, Barcelona 4th – 5th June | Politecnico di Milano, Milan 14th – 15th June | Rindermarkthalle, Hamburg 22nd – 23rd June | Spinningfields, Manchester 28th – 29th June | St Peter’s Square, Leicester 5th – 6th July | Paradise Place, Liverpool 12th – 13th July | The Hayes, Cardiff 19th – 20th July | Bargate, Southampton 26th – 27th July | British Airways i360, Brighton 2nd – 3rd August | Castle Street, Edinburgh 9th – 10th August | Civic Square, Aberdeen 16th – 17th August | Smithy Row, Nottingham 23rd – 24th August | The Orcle, Reading 30th – 31st August | Hay Hill, Norwich 13th – 14th September | Fargate, Sheffield 20th – 21st September | Cabot Circus, Bristol