In a five-day launch of its stout, the brewer used travelling pop-ups and a two-metre high balloon

Scottish craft brewer Brewdog launched its new Black Heart stout in Hong Kong with a high profile launch using a giant black heart-shaped balloon float, and a series of pop-ups which toured the city from the 22 to 26 June.

The two-metre-tall exhibit and pop-up was not supported by any third-party “mega fundings”, according to the brewer. Over the four days, it travelled through and set up at major Hong Kong districts such as Wanchai, Causeway Bay, Tai Hang, Quarry Bay, and Tsim Sha Tsui; as well as at the Brewdog taproom in Central district.

Locals who were aged 18 and above were invited to visit the Brewdog pop-up along its route during its five-day tour and taste Black Heart stout. As a promotion package, visitors to the pop-up were also offered a can of Black Heart stout, along with two convenience store coupons and a beer coupon for a return visit to the Brewdog taproom in Central.