BrewDog, the independent craft brewer, is on a tour of European cities to drive trials of Punk IPA and awareness of the brand among a more mainstream audience.
The "Punk state" truck will drive across cities including Barcelona and Hamburg, dropping off beer to consumers who engage with the hashtag #PunkState and tweet BrewDog to explain why they deserve free beer. The truck will also stop at city centres to form a self-declared "city-centre roadblock where bad beer is banished" and hand out free cans and bottles of Punk IPA.
BrewDog global head of marketing Sophie More commented: "This year, we wanted to dial 'Punk state' up to 11 and spread the craft-beer revolution across the UK and Europe. Amplify took a bold approach to disrupt cities, giving people an incredible experience and firing up passion for great craft beer."