Helping to establish a beer brand in the north of England


Music Strategy, Production, Audience Development



AB-InBev wanted to launch their London-centric ‘Camden Town Brewery’ brand outside of London, driving awareness and presenting an affinity with local youth culture in key Northern cities. 

Mahogany Creative were appointed to source and book a series of energetic popup events featuring the hottest new local talent from key Northern cities.

There’s nothing new about music and beer, but the strategic focus on ‘Local’ bought the true music heritage of Camden Town Brewery in to each City they visited. From iconic local venues to disused retail spaces, these events generated significant local support. With audiences spilling out of the doors every night, the arrival of Camden Town Brewery had the same feel and buzz of a great new band in town.