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Supported by event organiser , the brand took over the event’s east London hub in the Old Truman Brewery, where guests could buy and collect wristbands. Sharp’s offered guests a free half-pint of beer as they planned out their schedules.
The brewer also hid its 'Sharp’s Crate' within the hub - a wooden structure that housed a sensory experience. Ed Hughes, beer sommelier for Sharp’s, was on hand to lead a food and drink matching service that could be booked on a first-come, first-served basis.
The Molson Coors brand also led a takeover of the Worship Street Whistling Shop, allowing wristband wearers the chance to try Sharps’ portfolio of beers and a specially-created hoptail drink.
Sharp’s used its headline sponsorship of to activate its . The initiative will be giving people the chance to win five exciting experiences with celebrities in the worlds of brewing, rowing, rugby, surfing and cooking.
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