Located within the brand’s hub in Ely’s Yard at The Old Truman Brewery, the bar will serve a range of Sharp’s beverages, and it will be accompanied by a Cornish beach.
The pop-up will host the team from the Worship Street Whistling Shop cocktail bar on 24 February, who will be creating their signature ‘hop-tail’ beverages for guests.
The hub will also include a secret bar, which will provide tasting sessions throughout the event, hosted by Sharp’s beer sommeliers. According to the brand, these will only be available to those who are in the right place at the right time.
The company has also teamed up with Michelin0starred restaurant Outlaw's at the Capital to deliver the Beer Meets Fine Dining experience on 23 February.
The Mayfair restaurant’s head chef Tom Brown and Sharp’s beer sommelier Ed Hughes will join forces to create a bespoke beer-themed meal for guests.
Other elements include the Sharp’s Beer Confessional, where those who make a confession will receive a free beer, meanwhile the company is also brewing a special beer for the event.
Nick White, events manager at Sharp’s Brewery, said: "The first London Beer Week was a huge success, and Sharp’s are very excited to be back for the second year as headline sponsor and bringing the Cornish beach to the East End once more. It’s a fantastic opportunity for us to showcase our full range of brews and give beer lovers in the capital a great experience."
Emma Murphy, festival director at London Beer Week, added: "We’re thrilled to be working with Sharp’s Brewery again for London Beer Week. Building on the fantastic success of 2015, we know that the Sharp’s Brewery London Beer Week Hub is going to exceed expectations and give consumers an unrivalled opportunity to revolutionise the way they drink and appreciate beer."
Tickets to London Beer Week are available online or at the Sharp’s Brewery hub.
Last year saw Sharp's similarily activate at London Beer Week. View our gallery of the experience here.