In pictures: Carlsberg pop-up pub goes live at Wembley

Carlsberg's Eternal Optimist Pub, the drink brand's latest activation, welcomed more than 1,000 football fans last Thursday (9 October) to experience 'the best football pub in the world'.

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The activation, which was created by agency The Marketing Store and events company NJ Live, was located at The Drum at Wembley, opposite Wembley Stadium, and hosted those attending the England versus San Marino Euro qualifier game at Wembley.

The pop-up featured a number of famous football faces, including Jeff Stelling, Ian Wright, Paddy McGuiness, Chris Waddle and Matt Le Tissier, and allowed guests to enjoy Carlsberg from a central bar with a consistently-stocked, 360-degree conveyer belt, as well as by other means including by tap, tray service and garden fridge.

Other highlights of the activation included a raised stage, an Xbox zone featuring computer game Fifa 15, a games room, a number of screens and projectors that streamed both internal and external events, and a room themed around the traditional beer garden.

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