Cold comfort: BrewDog is cutting the price of beer when the mercury rises

Its BrewDog ‘Beerometer’ will use Met Office data to set the price of its Cold Beer lager, setting a baseline temperature and then bringing down the price of by 25p per celsius increase.

The campaign is running in BrewDog bars located in England, Wales and Scotland, excluding Edinburgh Airport from 22 to 28 August.

The starting pricing of beer will be posted at each respective bar, and any applicable discounts based on the temperature will be calculated accordingly.

The temperature for determining the price reduction will be based on the local current temperature provided by the UK Met Office website, meaning that beer prices will change from location to location.

“The hot weather can get pretty unbearable, so we want to make sure people can cool down with a refreshing pint, and do so in a cost-effective way,” says BrewDog’s James Watt.

“So, instead of complaining that it’s now too hot, why not sit back with a ‘Cold Beer’ in the safety of our shaded bars, and take advantage of the savings on offer.”