Metro Mayhem

Amplify + Brewdog create a space fit for the craft beer revolution...

Challenge

Amplify were challenged to bring BrewDog’s first ever AGM event in London to life, marking the first time they had thrown a beer-extravaganza outside their hometown bars.

Insight

As a brand, BrewDog and their Equity Punks like to do things differently. When your consumers are your shareholders it’s important to make sure every craft beer crusader has an experience that brings them closer to the BrewDog business.

Strategy

We evolved the successes of the core ethos of the successful Annual General Mayhem, with a twist to cater for a London audience.

Solution

Metro Mayhem

Amplify brought the craft beer revolution to the Big Smoke, turning the Copperbox Olympic arena into a full-on beer festival, showcasing all of the incredible elements that BrewDog are involved in.

From a keynote speech by owners James and Martin, to collaborations with partner breweries, Metro Mayhem was a way to engage both the Equity Punks and a wider audience with BrewDog’s business, beers and people.

This riotous day took place over three-floors. This layout provided the perfect way to showcase each product’s unique story and creation process. The third floor was dedicated to intimate 100 people tasting sessions, which were run by BrewDog, their partner brands, and 17 partner breweries. The second floor became a platform for Overworks, their sour beer offering, Lone Wolf, their gin, vodka and whiskey distillery, and Hawkes, their cider. As the day drew to a close, on the first floor bands Everything Everything and Frank Carter and the Rattlesnakes kept the party going well into the night.