Housed in The Vaults underneath Waterloo station, the London pop-up bar was inspired by the drink’s 887-year heritage. It was themed in the style of the Grimbergen Abbey, where the drink was first brewed.
Guests could visit the space from 6-11pm on both nights. They were treated to a complimentary half pint of the blonde craft beer and music from The Retrosettes and High Jives.
On departures, they were provided with a goody bag comprising a branded glass and bottle of Grimbergen.
The event was delivered by agency Pablo, with media agency OMD supporting pre-activity promotion.
Carlsberg has stated that the activation was designed to kick off a programme of consumer activities to showcase the beer. More events are planned for throughout 2016.
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