Brand Experience

Pure Brew Pop-Up


Day Pop Up


Activities Incl DJs, Cinema Screening, Performers


Units of Pure Brew Purchased

‘Dry’ January was chosen as the perfect time for Diageo to introduce their 92-calorie, first non-alcoholic craft lager… Pure Brew.

Our task was to build a bar that fits in with this progressive and groundbreaking product while also giving a nod back to the heritage of St James Gate and Guinness.

The pop-up ‘Bar For When You’re Off The Beers’ appeared smack bang in the middle of Dublin city. Taking the dry out of January, the pop-up also hosted a range of activities across 3 days including, live music, fitness classes, cinema chill-out zone and complimentary beer snacks served up with ice-cold Pure Brew lager.

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