BrewDog Marketing Stunt Swaps ‘Bad Beer’ For A New Lager

Taking its lead from similar campaigns orchestrated by big beer companies in the past, BrewDog is encouraging consumers to swap out ‘bad beer” for its new lager.

Here’s the deal….

BrewDog has declared September 12th International Bad Beer Amnesty Day and if you drop by a BrewDog bar in the UK, Berlin and Brussels, they’ll have a designated ‘Bad Beer Bins’ where visitors can dump their unwanted cans of ‘bad beer’ in exchange for a pint of the brewery’s latest lager.

And in an act of eco-consciousness the ‘bad beer’ will then be collected and converted to biogas…

The campaign understandably avoids what exactly constitutes a “bad beer”…But it does come on the heels of an advertisement in a UK newspaper, comparing reviews of lagers from Budweiser, Fosters, and Carling with its Punk IPA on the RateBeer website.

And as the Drinks Business points out the beer swap concept was originally a Big Beer marketing gambit.

In 2008 Carling introduced “The Carling Cold Beer Amnesty” in the United Kingdom. And the Scottish beer label, Tennent’s, launched its own “beer amnesty” last year.

As with most BrewDog campaigns, there’s a beer behind it…And in this case that beer is Lost Lager, something they hope will make inroads in a sector that is historically dominated by Big Beer.

Keeping things BrewDog, Lost Lager is a dry-hopped Pilsner, that according to the brewery, embraces the past, long before the style was mass-marketed to death, and the future which they hope will be you making it your ‘go-to’ lager…and we’ll just have to wait to see how that plays out.

But whether BrewDog Lost Lager catches on (or not) their beer amnesty is still an opportunity for you to exchange some questionable beer that’s been living in the back of fridge if you act fast.

So there’s that…

Not enough BrewDog? There’s this…


Or maybe this…


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