BrewDog has unveiled a multi-channel summer marketing campaign titled “Underdog” which focuses on centring the beer as a staple part of international football and match day experiences.

The campaign is set to launch across bars, grocery retail and digital platforms in the UK, designed to position BrewDog as the craft beer to drink when watching football games this summer.

As part of the campaign, there is a nationwide “Win a Year of Beer” promotion with over 2.8m packs landing across major UK retailers this week.

Shoppers who discover one of BrewDog’s 50 special Underdog cans inside participating packs will win free beer for a year.

The promotion will run across BrewDog Punk IPA, Hazy Jane New England IPA, Wingman Session IPA and Lost Lager and Cold Beer packs.

This will be supported by large in-store displays, aisle fins, shelf barkers, digital media and national promotional activity during the tournament period.

Subscribe to Grocery Gazette for free

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

Chief operating officer of BrewDog, Lauren Carrol, said: “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 brand is also extending the activations to BrewDog bars across the UK throughout June and July, which will become venues for match-day watch parties, with themed specials, giveaways and limited-edition merchandise.

BrewDog is also partnering with major retailers across the UK to secure in-store visibility during the summer period, such as feature displays and pallet activations.

The brand has also rolled out personalised and country-themed cans match-day beer bundles, national paid media campaigns and consumer giveaways.

The multi-channel marketing campaign aims to drive significant growth across grocery, bars, e-commerce and on-trade channels.

This marks the brand’s first major campaign following its purchase by US-based cannabis giant Tilray earlier this year.