BrewDog Claims London’s Summer Park Season with ‘Park IPA’

London’s parks have long been part of the city’s summer social culture, but BrewDog is giving that tradition a distinctly craft beer twist. The Scottish brewer is taking its iconic Punk IPA and temporarily transforming it into Park IPA, a campaign built around warm-weather gatherings, green spaces and the simple pleasure of sharing a cold beer outdoors.

Launching August 10, the campaign taps into a familiar London summer scene, from Hampstead Heath and Victoria Park to neighborhood green spaces where friends gather with food, music and drinks. BrewDog says its new research shows just how significant park drinking has become, with 70% of surveyed Londoners ages 18-44 saying they take alcoholic drinks to parks during the summer.

The Park IPA campaign also demonstrates how major craft beer brands are increasingly selling an occasion as much as a beer. With citywide advertising, retail promotions, Deliveroo sampling and BrewDog bar offers, the campaign puts Punk IPA directly into the middle of London’s summer drinking conversation.

Here is the full BrewDog announcement and the story behind the new Park IPA campaign:

Punk IPA becomes “Park IPA” throughout August as BrewDog celebrates one of London’s most iconic summer traditions – great beer, great friends and sunny afternoons in the park.

ELTON, United Kingdom, Aug. 10, 2026– Scottish craft brewer BrewDog, by Tilray Brands, Inc., today launched “Park IPA,” a new campaign designed to make Punk IPA® synonymous with one of London’s most distinctive summer rituals: enjoying a cold beer in the park.

From Hampstead Heath to Victoria Park, London’s green spaces become outdoor pubs every summer. BrewDog is celebrating summer social occasions with a limited Park IPA campaign. The campaign is built on research showing 70% of 18-44-year-old Londoners take beer, wine or spirits to parks during the summer¹, making park drinking one of the city’s biggest seasonal social occasions. BrewDog is using the insight to reposition its flagship Punk IPA as “Park IPA” throughout August.

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. For millions of Londoners, the park is where summer happens. Park IPA is our way of celebrating that culture and summer.”

The campaign launches August 10 with a city-wide advertising takeover, alongside a partnership with Deliveroo that will see 20,000 chilled cans of Punk IPA sampled across London. Samples will be distributed only to adults aged 18+ in accordance with applicable age-verification requirements. Each sample will include a voucher redeemable for a complimentary pint at participating BrewDog bars.

Park IPA will also be supported through retail activations in Co-op, Tesco and Sainsbury’s stores, as well as digital advertising and e-commerce promotions designed to drive trial throughout the summer period.

While the campaign is rooted in London’s parks, BrewDog sees the idea extending more broadly across the summer drinking season, from BBQs and garden gatherings to festivals and spontaneous outdoor occasions.

More from BrewDog on mybeerbuzz.com:
From Punk IPA and Lost Lager to Wingman and BrewDog’s expanding portfolio, MyBeerBuzz has continued to follow the brand’s evolution on both sides of the Atlantic. See our coverage of BrewDog’s summer campaigns, its U.S. business developments following the Tilray Brands acquisition, and the latest BrewDog news for more on how one of the world’s best-known craft beer brands continues to reinvent itself.

About BrewDog
BrewDog, the #1 craft beer brand in the UK, has always had one mission: making people as passionate about great beer as we are.

From iconic classics like Punk IPA, to crowd-pleasers like Lost Lager and Wingman, to boundary-pushing innovations like NanoDog, BrewDog has been brewing bold, distinctive beers since 2007.

Born in Scotland and built by a passionate community of beer lovers, BrewDog has grown into one of the world’s most recognizable craft beer brands, with a global presence spanning breweries, bars and distribution across multiple international markets. BrewDog’s future will continue to be shaped by the three things that matter most: People, Planet and Beer.

For more information, visit www.brewdog.com or follow @BrewDog on social media.

About Tilray Brands 
Tilray Brands, Inc. (“Tilray”) (Nasdaq: TLRY; TSX: TLRY), is a leading global lifestyle and consumer packaged goods company with operations in Canada, the United States, Europe and Latin America that is leading as a transformative force at the nexus of cannabis, beverage, wellness, and entertainment elevating lives through moments of connection. Tilray’s mission is to be a leading premium lifestyle company with a house of brands and innovative products that inspire joy and create memorable experiences. Tilray’s unprecedented platform supports over 40 brands in over 20 countries, including comprehensive cannabis offerings, hemp-based foods and craft beverages. 

For more information on how we are elevating lives through moments of connection, visit Tilray.com and follow @Tilray on all social platforms. 

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Tilray Brands Contacts:
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¹ Source: vypr, 172 respondents When the sun is shining in London, have you ever gone to a park with an alcoholic drink?

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