On Thursday 24th and Friday 25th September, Carlsberg UK’s Belgian craft beer brand, Grimbergen, will be welcoming consumers to its first London pop-up bar, located in the underground realm of Waterloo station, The Vaults.
The Grimbergen pop-up bar will be open from 6pm – 11pm on both nights. On arrival, guests will be served a complimentary half-pint of Grimbergen Blonde and provided with a goody bag comprising a branded glass and bottle of the Belgian abbey beer. Live music will also feature throughout each evening, with vintage band, The Retrosettes, and rock & roll four-piece, High Jives, set to perform.
To celebrate the rich heritage of the brand, which dates back to 1128, the venue will be fashioned in the style of the Grimbergen Abbey in Belgium – where the beer was first brewed. The event will also see the brand give away a trip to Brussels, which will include an exclusive tour of the historic abbey.
David Scott, director of brands and insight at Carlsberg UK, said: “Grimbergen has a fascinating story to tell and the new pop-up provides the perfect platform for London’s craft-lovers to come along and try, enjoy and savour Grimbergen Blonde. We have big plans for Grimbergen, and can’t wait to introduce new drinkers to the brand at The Vaults - an impressive, atmospheric venue that is an ideal match for a brand with such character.”
Grimbergen’s first pop-up bar opening marks the beginning of an exciting programme of consumer activations for the brand to continue throughout 2016.