BrewDog is encouraging British office workers to get away from their desks at lunchtime and go back to the boozer, offering customers two pints of beer or alcohol-free beer as an incentive.
The Out of Office campaign is running all this week between 12pm and 2pm across the craft beer company’s 52 UK bars, and aims to tackle the rise of the “always-on” work culture.
Consumers can sign up by visiting BrewDogooo.com and inputting their email address. They will then receive a QR code with suggested “out of office” messages to use, which they can then show at the bar to claim their free drinks.
The initiative follows research which that found that 77% of UK office workers spend their entire lunch hour at their desk. While half (49%) feel a visit to the pub at lunchtime is a key part of British culture, two-thirds (66%) feel it is no longer a common occurrence or is frowned upon by bosses.
BrewDog co-founder James Watt said: “Leaving your desk at lunch has become frowned upon in many workplaces, most people make do with shovelling down a sad sandwich at their desk while they crack on with work.
“That’s not a break, and it’s certainly not good for productivity or our mental and physical health. BrewDog is making a stand and we’re putting our money where our mouth is, buying pints for the people to help them get away from their desks for a true break at lunch.
“It’s time to make a change. BrewDog Out of Office encourages people to take back that hour that is rightfully theirs.”
The company insists it is aiming to be inclusive, by offering the choice of alcohol-free Punk AF or Nanny State as well as Punk IPA or Lost Lager.
Watt concluded: “This initiative isn’t about encouraging people to be unprofessional, it’s about reclaiming lunchtime for the people.”