Amstel to open ice-bath pub in London

Beer brand Amstel, part of the Heineken company, will open a Cold Tub Pub in London next week, to celebrate the Prudential Ride London cycling event.

Amstel to open an ice-bath pub in London
Amstel to open an ice-bath pub in London

Amstel will be launching the ice-bath pub from 29-30 July, inviting cyclists taking part in the Prudential Ride London event to cool down post-cycle while enjoying an Amstel Bier. 

Guests will be submerged to their waists in cold water, as they sip on the brand's product and enjoy a bonding experience with other cyclists. The activation has been inspired by the popularity of ice-baths among athletes, and invites visitors to step into a custom built bath tub full of ice cold water for up to ten minutes.

After experiencing the ice-bath, guests can relax in a normal pub setting, admire the array of cycling memorabilia displayed on the pub’s walls and watch Prudential Ride London on the pub’s TVs with fellow finishers.

More: Stella Artois celebrated Wimbledon with its Vantage Point activation this month, inviting guests to watch tennis screenings as well as enjoy a range of experiences. 

In May, Foster's unveiled a 'hot' escape room experience, transporting guests to the heat of the Australian outback.

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