Featured image for BrewDog Hides Golden Cans In Punk IPA 12-Packs In Wonka-Style Promotion

BrewDog Hides Golden Cans In Punk IPA 12-Packs In Wonka-Style Promotion

by Rudy Sanchez on 11/30/2020 | 1 Minute Read

In the 1964 classic kid’s novel Charlie and the Chocolate Factory, the eccentric Willy Wonka, owner of a local candy factory, hides five golden tickets amongst his mass-produced chocolate bars, redeemable for a tour of his factory and a lifetime supply of sweets. The fictional promotion has inspired real brands to conceive and run their own version of the campaign, with beer maker BrewDog the latest to get its Wonka on.

Editorial photograph

Announced via Twitter, BrewDog is hiding ten golden cans in 12-packs of its Punk IPA ordered directly from the brewery over the next four weeks. Those that find the golden can receive an actual, solid gold replica made by Thomas Lyte, the same goldsmiths responsible for soccer’s FA Cup and golf’s Ryders Cup trophies. The beer bling comes valued at approximately $20,000, and winners also receive about $13,400 in BrewDog stock. True to Willy Wonka, winners will also land a VIP tour of the beermaker’s brewery.

Those contemplating a Dominic Toretto-style heist to steal a trailer full of beer can stop scheming because the cans will only be in packs ordered directly from BrewDog’s website, and the contest is only in the UK.

At least BrewDog spread the golden tickets across several weeks and not on the same pallet.