One of Europe’s largest online beer stores, Beerwulf.com, will make its UK bricks and mortar début from April 8 to 13 with the opening of a pop-up store at Old Street Underground Station, London.
To launch its week-long pop-up, Beerwulf will host Stone Brewing as the first of six brewers of the day. During launch night, Stone Brewing will offer an exclusive tasting of, among others, its latest collaboration with Stateside heavy metal band, Metallica. Enter Night Pilsner is a hop-forward German pilsner which is a unique expression of the shared values that have defined both Metallica and Stone Brewing.
Beer writer Mark Dredge will introduce the pop-up launch on the first night of the event, Monday, April 8.
The store, which sells more than 600 beers from over 150 breweries across Europe, will welcome new pack members to its urban beer space, created to give Londoners an exclusive opportunity to try and buy beers from the brand’s extensive craft, draught, and speciality selection.
Bonny Bentick, Beerwulf’s head of brand activation, said: “Since its launch in 2017, Beerwulf has built a strong and loyal customer base across Europe, and we believe our success is rooted in a commitment to making incredible breweries and their beers easily accessible: we are well priced and our service is convenient and efficient for the customer.
“But Beerwulf has so much more to offer: we are more than just an e-commerce business. Our week-long Old Street bricks and mortar pop-up gives us the opportunity to really unlock the Beerwulf brand and share the heart of our personality with as many people as possible.”
Explore flavours, styles and brands
From April 8 to 13, 7:30am until 10:30pm, the Beerwulf pop-up, located at Unit 8, Old Street Station, will welcome curious customers. Wall-to-ceiling Beerwulf packs, and sacks of malt and grain, will create a warm and inviting backdrop for customers to explore the flavours, styles and brands in the ever-growing Beerwulf range.
Throughout the week, Beerwulf will host a series of ticketed events, including tastings sessions which will be brought to life by talks and insights from some of the store’s most-popular breweries, including BrewDog, Stone Brewing, Two Chefs Brewing, Lagunitas, Five Points, The Wild Beer Co and Fourpure.
The experiential event will have a projected moon, an ongoing ‘pour the perfect glass of beer’ competition, and a real-time Instagram printer for customers to get involved in. There will also be a dedicated social media campaign for Beerwulf’s Old Street activity, which can followed via the #Jointhewulfpack hashtag.
Bentick added: “Great beer forms the core of our business, but it becomes something so much more immersive and special when enjoying your Beerwulf pack of beers with your ‘pack’. At our London pop-up, this is what we hope to create: a first-of-its-kind social retail space that brings together friends, family and colleagues to experience the full Beerwulf offering in a fun, fascinating and beautifully designed environment.
“And while e-commerce will continue to be the focus of Beerwulf’s business model, launching this pop-up is our way of engaging with our customers. We believe passionately in what we do, and in the breweries we work with, and sometimes, with a product like beer, the only way to truly convey this is in person.
“So watch this space: we would love Old Street to be the first of many #Jointhewulfpack experiences across the UK.”