BrewDog is launching a new major marketing campaign “Park IPA” which is designed to make Punk IPA as the definitive craft beer of London’s summer park-drinking culture.

The campaign’s centrepiece is a London-wide out-of-home push which spans across 534 sites on the tube and outdoor network which launched on 10 August.

BrewDog is also collaborating with Deliveroo to sample 20k cold cans of Punk IPA, and each will be paired with a flyer for a free pint at participating bars.

Running from 10 August onwards, the partnership extends into in-app media across category, grocery and homepage placements alongside a “Punk Happy Hour” e-commerce promotion.

The marketing activity is backed by a major retail activation which includes 1,100 front-of-store units at Co-op and proximity screens with in-aisle POS materials across 100 store each at Sainsbury’s and Tesco.

Subscribe to Grocery Gazette for free

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

The brand’s campaign will be running for three weeks and has an estimated reach of 11m people.

Lauren Carrol, chief operating officer at BrewDog, said: “Summer in London is all about parks, pints and good company, and we want Punk IPA at the heart of it.

“This campaign puts us right where Londoners already are, making the most of the sun, and reminds everyone why Punk has been the nation’s favourite craft beer for years.”

This comes as research revealed that 70 per cent of 18-44 year old Londoners are known to take beer, wine or spirits to parks in summer.

The brand recently launched a 12-month partnership with Underbelly to appear at key festivals throughout the month to boost visibility.