BrewDog has partnered with world leading obstacle course brands Tough Mudder and Spartan to be onboarded as the Official Finisher Drink for the 2023 and 2024 race seasons.
The partnership will be kicked off by a pop up beer party on 14 April at Finsbury Park in North London, where members of the public will be invited to try out Tough Mudder and Spartan obstacles such as Electroshock Therapy or Spear Throw.
Open from 5.30pm to 6.30pm, those taking part in the gruelling activities will be rewarded with a free pint. A Tough Mudder event will subsequently take place on the same site across that weekend (15 – 16 April), where 7,000 entrants will take part.
“This is a dream partnership. Our brands are known globally for doing things differently and pushing the boundaries of what’s possible – having the Beer Wizards at BrewDog onboard as a finisher drink and available in our event villages is something we know our fans will love to have back. Get yourselves down to Finsbury park on the 14th April and we’ll see you there for a pint,” Tough Mudder and Spartan managing director, Matthew Brooke said.
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In its new role as the Official Finisher Drink at all Tough Mudder and Spartan events, a free BrewDog LOST Lager will be offered to every single participant who completes a race. Covering a total of 15 events, the activation will potentially see close to 100,000 pint eventually given out.
BrewDog chief marketing officer, Lauren Carroll added: “After a few years away, we’re so excited to be teaming up with Tough Mudder and Spartan once again. The obstacles are tough by name and by nature, so it’s only right that participants have something to look forward to when they finish.
“Lost Lager is the finisher drink of choice – a drink that truly puts the planet and nature first. And what better way to be at one with nature than spending ages fighting a losing battle against a very muddy field!”
