Guinness confirmed for London Beer Week activation

Irish stout brand Guinness has confirmed it will create a brand experience as headline sponsor of London Beer Week, which takes place on 16-22 February.

Guinness to activate sponsorship of London Beer Week
Guinness to activate sponsorship of London Beer Week

The brand will be driving through the streets of London with The Brewers Project vans. Acting as roaming wristband hubs, the vans will pop up at different locations throughout the week, loaded with wristbands, guidebooks, maps and samples of two new brews: Guinness Dublin Porter and Guinness West Indies Porter.

Fellow headline sponsor Sharp’s Brewery will also be activating throughout the week. The Molson Coors’ brand is set to launch an exclusive ‘crate’ pop-up in the central London hub of The Newburgh Quarter, near Carnaby Street, where VIP guests will be offered food and pairing sessions.

Other event partners of ABV Global's inaugural beer week include Meantime Brewing Company, Woodfood Reserve, Fuller’s and Ubrew. The latter will be giving visitors the chance to create their own brew at the brand’s ‘guerilla brewery’ on Bermondsey Mile.

Here, guests will be able to sign up to become a member of the home-brewing group and use the space, ingredients and equipment to create a drink for themselves or for personal sale. 

Hannah Sharman-Cox, founder of London Beer Week said: "From our experience of running London Cocktail Week and London Wine Week, we know that our guests always want to have a go at something new, and we’re excited about showcasing new initiatives as part of our festival’s celebration of London’s rich brewing culture and history."

Read more: ABV Global to launch London Beer Week

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