Scottish brewer BrewDog has announced a 12-month partnership with Underbelly to appear at key festivals throughout the year.

The deal will see BrewDog selected as the official beer supplier at Christmas in Trafalgar Square, Skate at Leicester Square, and Underbelly Boulevard Soho as well as Underbelly at The Edinburgh Fringe.

BrewDog has begun its sponsorship at Underbelly Boulevard, Soho, with sales of its range of products, including Lost Lager, Wingman, Cold Beer and Punk AF.

The activation with Underbelly at the Edinburgh Fringe is set to feature a fully branded BrewDog bar at Bristo Square as well as other bars within the venue.

Stuart Harrison, chief sales officer at BrewDog, said: “With fantastic shows and entertainment available all over the city, we’re ready to embrace the festivities and excited to bring a bit of BrewDog passion to visitors through our incredible bar activations and beer offering with Underbelly.

Subscribe to Grocery Gazette for free

Sign up here to get the latest grocery and food news each morning

“Not only that, but our partnership also gives us access to one of the newest and most exciting live venues in Underbelly Boulevard Soho, as well as two buzzing festive markets in central London.

“With visitors attending these events from all over the world, it delivers an opportunity for us to drive further awareness and trial of our headline beers to new and existing fans.”

The collaboration will be backed by a full social media plan aimed at driving awareness and traffic for the events during the year.

This news comes after a major shake-up for the business which was acquired by Tilray earlier this year after consecutive financial losses.