In pictures: Sharp's Brewery at London Beer Week


Sharp's Brewery created three activations for its headline sponsorship of London Beer Week, which took place throughout the capital between 16 and 22 February.

Supported by event organiser ABV Global, the brand took over the event’s east London hub in the Old Truman Brewery, where guests could buy and collect wristbands. Sharp’s offered guests a free half-pint of beer as they planned out their schedules.

The brewer also hid its 'Sharp’s Crate' within the hub - a wooden structure that housed a sensory experience. Ed Hughes, beer sommelier for Sharp’s, was on hand to lead a food and drink matching service that could be booked on a first-come, first-served basis.

The Molson Coors brand also led a takeover of the Worship Street Whistling Shop, allowing wristband wearers the chance to try Sharps’ portfolio of beers and a specially-created hoptail drink.

Sharp’s used its headline sponsorship of London Beer Week to activate its ‘Extraordinary adventures’ campaign. The initiative will be giving people the chance to win five exciting experiences with celebrities in the worlds of brewing, rowing, rugby, surfing and cooking.

Comment below to let us know what you think.

For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.

Follow @dollydeighton

Start Your Free 30-Day Free Trial

Get the very latest news and insight from Campaign with unrestricted access to , plus get exclusive discounts to Campaign events.

Become a subscriber


Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free