BrewDog has launched a new nationwide campaign that highlights craft beer, brewers and beer lovers as part of its next phase of brand marketing.

The ‘Choose Craft’ campaign features murals in prominent locations across Manchester and Edinburgh, which will be supported by static and digital adverts across major nationwide railways and underground stations.

The marketing activity showcases real-life scenarios and stories from consumers who enjoy beer and aims to highlight why the brand’s craft beer is special and worth choosing.

As part of the campaign, BrewDog is introducing a grocery promotion on 10-packs of Lost Lager for £10.

Additionally, there is a Tesco-exclusive competition which invites shoppers to help create the next BrewDog Beer and a Scratch to Win promotion across the on-trade with experiential activations available.

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John Beasley, chief marketing officer, said: “Choose Craft is our commitment to the future of the category. It not only celebrates everything that makes craft beer worth choosing: the passion, care and creativity of brewers, but also the community who make the category so special.

“The creative is an observation of this community’s shared obsession for great-tasting beers, quality ingredients and brewing excellence that is like no other.

“Following our ‘Under New Ownership’ campaign, which signalled BrewDog’s renewed focus on what it does best, Choose Craft moves onto the future with optimism, reminding our fans what we all love about craft beer and looking ahead with confidence.”

The business aims to reinforce its position as one of the UK’s leading craft beers following its acquisition by Tilray Brands.

Alongside the marketing campaign, BrewDog has expanded its range with the launch of four beer cans as it pushes toward innovation within the category.

The new products are West Coast Session IPA, Palm Break, Hazelnut Heist, Raspberry Ripple New England IPA, Tripple Ripple and Cloud Engine.