BrewDog backs Punk IPA with ‘meal and a pint’ on-pack promotion

To celebrate its milestone 18th year, Punk IPA – BrewDog’s first ever brew – is offering a £10 meal and pint with every purchase of promotional packs, available between April and June.

The offer is running on Punk IPA multipacks, including 4 x 330ml, 8 x 330ml, 12 x 330ml and Punk AF 4 x 330ml, and entitles the shopper to claim a burger and chips or a pizza and pint of one of BrewDog’s headline beers for just £10 at any BrewDog bar, and other participating outlets.

Consumers simply scan the on-pack QR code to generate a digital voucher and select their nearest participating venue. They can then take that voucher, along with the on-pack voucher to that venue to claim their meal deal by 31 October.

Hannah Corker, head of customer marketing at BrewDog, comments: “Punk IPA has been a constant in our portfolio since we launched in 2007, and we are proud of the power and legacy it has created. It feels right to be celebrating our flagship beer as it comes of age and rewarding shoppers with a compelling meal deal, especially when we know so many are conscious of spend out of home due to rising costs.

“As a brand which plays in multiple channels, we wanted to use that presence to enable our shoppers to also experience their favourite brand in an on-trade environment. Punk IPA pairs perfectly with a burger or pizza and this offer delivers a significant saving off the menu price. We’re also thrilled to be working alongside some of our on-trade customers to ensure as many shoppers as possible can redeem this offer in a venue near them, not only in our BrewDog bars.

“We’ll also be supporting the celebrations with in-store, digital and above-the-line activation throughout the promotional period, so expect awareness to be high. If you’ve not already got Punk IPA on-shelf, now is the time to get behind brand and celebrate 18 successful years.”

IPA is the most popular and best-performing style of craft beer all year round, worth 63% of the craft beer market, and BrewDog is worth 49% of the craft beer category (Circana). Punk is the heartland of IPA, now worth £45.6 million, and acts as a signpost for the category.