BrewDog has launched one of its boldest promotions yet by hiding ten solid gold beer cans—each worth £15,000—inside 12-packs of its flagship Punk IPA. The marketing stunt, which echoes the golden ticket concept made famous by Charlie and the Chocolate Factory, also includes a £10,000 share allocation in the brewery and a VIP brewery tour for each lucky recipient.

The limited-edition cans are being distributed through online orders from BrewDog’s website over the course of four weeks. Each 12-pack of Punk IPA, priced at £14.95, carries the chance of uncovering one of the solid gold cans, making this one of the most valuable promotional giveaways ever seen in UK beer retail.

Shares, tours, and beer all in one prize

Alongside receiving a solid gold can, winners will also be granted £10,000 worth of shares in BrewDog, giving them a financial stake in the fast-growing Scottish brewery. Winners will also be treated to an exclusive VIP tour of BrewDog’s headquarters in Aberdeenshire, offering a behind-the-scenes look at one of the UK’s most recognisable craft beer brands.

The campaign is another headline-grabbing move by the brewer, known for its edgy branding and PR-savvy initiatives. BrewDog shared news of the promotion through its social media channels, generating immediate buzz and strong engagement online.

Aldi parody inspires real-life collaboration

This isn’t the first time BrewDog has used bold ideas to stir up publicity. Earlier in the year, co-founder James Watt poked fun at discount supermarket Aldi for launching a beer called Anti-Establishment IPA, which bore a strong resemblance to Punk IPA. Watt tweeted a parody beer called Yaldi IPA, but after discovering there was already a brewery with that name, he rebranded it as ALD IPA.

Rather than spark a legal dispute, the banter turned into a partnership. Aldi agreed to stock ALD IPA, a 4.7% session IPA inspired by BrewDog’s own Hop Fiction recipe, showing the brand’s ability to turn social media moments into actual business opportunities.

Bold marketing meets solid strategy

While BrewDog’s flamboyant promotions often court attention, they’re also designed to strengthen consumer loyalty and amplify brand reach. The BrewDog gold cans campaign blends novelty, value, and a sense of exclusivity—three key drivers of engagement in the increasingly competitive craft beer sector.

For fans of the brewery, the campaign is not only a chance to win a piece of beer history but also a rare opportunity to become a shareholder and connect directly with the brand. And for BrewDog, it’s another way to keep its name at the forefront of the UK’s craft beer conversation.

As the gold cans begin to ship, all eyes will be on social media to see who the lucky recipients are—and whether this latest campaign will sparkle as brightly in the eyes of consumers as the cans themselves.