National Drink Beer Day
Sample a new beer, visit a brewery, or just gather friends together to share and discuss one of the world’s most popular drinks.
Drive September beer discovery and trial through brewery partnerships, tasting events, and social sampling campaigns targeting adult consumers seeking new varieties.
- Try 5 International Beers You've Never Heard Of This September
- Brewery Crawl Guide: Celebrate National Drink Beer Day Near You
- Beer Pairing 101: Match Your New Favorite Brew with Food
- Craft vs. Commercial: Which Beer Style Will You Discover?
Notable campaigns8
- Heineken (2024): Digital-first omnichannel campaign with gamified 'eKoin' experience where consumers engaged with the brand and redeemed branded currency for once-in-a-lifetime experiences.
- Michelob ULTRA (2024): Captured viral moment of 'Mark the Michelob Guy' at a PGA event, immortalizing him with a custom commercial, merchandise, and ULTRA-sponsored tour appearances.
- Stella Artois (2024): Campaign featuring iconic TV characters (Carrie Bradshaw, The Dude) giving up their signature drinks for Stella, paired with Water.org partnership for clean water access.
- Budweiser (2024): Anti-drunk driving campaign using emotional storytelling with puppies and messaging about tragic consequences; long history of responsible drinking advocacy.
- New Belgium Brewing (2016): Snapchat & Periscope content focused on brewery life rather than product promotion; National Beer Day snaps featured on main Snapchat Stories page generating 10M+ views.
- Corona (2024): Partnership with Uber and Uber Eats for Cinco de Mayo celebrants, providing free rides and food deliveries; separate campaign promoting equal pay for female soccer players.
- Lagunitas (2015): 'IPA for the People' (2015)—emphasized commitment to quality and accessibility resonating with craft beer enthusiasts.
- BrewDog (2024): Treasure hunt campaign hiding 50 'gold cans' in Punk IPA cases with prize of £15k can, shares, and VIP tour; generated significant headlines and media buzz.
Campaign ideas8
- Host a beer-and-food pairing tasting event with local restaurants or food vendors; bundle branded merchandise like custom koozies or pint glasses for attendees.
- Run a limited-time bucket discount or 'beer bucket' promo at bars/venues with branded coolers carrying your logo for takeaway visibility.
- Launch a viral social challenge: encourage fans to post videos of their favorite beer moment with a branded hashtag, offer prizes for best UGC.
- Partner with a local influencer or celebrity for a 'takeover' style campaign featuring behind-the-scenes brewery content on Snapchat/Instagram.
- Create a scavenger hunt or treasure hunt (goldencanstyle) with special edition bottles or limited-release cans hidden in cases; drive hype via email & socials.
- Host a beer pong tournament or tasting competition at your taproom with branded cups, entry fees, and prizes like free drinks or exclusive merchandise.
- Collaborate with a complementary brand (food, snacks, lifestyle) for a co-branded campaign and cross-promote to both audiences.
- Release limited-edition seasonal or novelty flavors tied to National Drink Beer Day; tease via social media for 2-3 weeks prior.
Social angles6
- 'Cheers to [Day]! 🍺 What's your go-to brew? Tag us—we're reposting the best beer moments. #NationalDrinkBeerDay #BeerLove'
- 'We're raising a glass to our community. For every tag, we're donating [amount] to [local cause]. Drink responsibly & celebrate together. #DrinkBeerDay'
- 'Beer doesn't just taste good—it brings people together. Share your crew moment with us. #BeerAndCrew #NationalDrinkBeerDay'
- 'From our brewery family to you: behind-the-scenes snaps of our brewing process. See what goes into your favorite pour. #BroomsStory #BeerGeek'
- 'Feeling thirsty? Limited-edition taps live TODAY. Only available for 24 hours. Get 'em while they last. #BrewDay #CraftBeer'
- 'Your take: which beer style reigns supreme? IPA? Lager? Stout? Vote in our story poll & join the convo. #BeerDebate #DrinkBeerDay'
Ad copy starters5
“'Celebrate Every Sip. Limited-time beers, unlimited good times. Order now for National Drink Beer Day.'”
“'Straight from our brewery to your table. Fresh. Crafted. Unapologetically good. Cheers!'”
“'One day a year to toast the drink we love. You in? Use code DRINKDAY for 15% off merch.'”
“'Beer isn't just a drink. It's a ritual. A moment. A reason to gather. Let's celebrate together.'”
“'This Sept 28, we're doing what we do best: brewing happiness. Join us at [location]. Drink responsibly.'”
Tips4
- DO: Tap into humor, relatability, and emotional storytelling—connect beer to moments of friendship, relaxation, and community, not just the product itself.
- DO: Balance organic & paid; use trending hashtags (#beertography, #BeerDay) and monitor real-time social signals to maximize reach.
- DON'T: Make ads about overconsumption or mood-altering claims; always include 'Please drink responsibly' disclaimers and comply with TTB & DISCUS guidelines.
- DON'T: Go overboard with product-focused promotions—showcase brewery culture, behind-the-scenes authenticity, and social responsibility (sustainability, charitable causes) to build lasting brand loyalty.
Certainly one of the oldest man-made beverages in history, beer has been produced since the Neolithic Era with some breweries dating back as far as 1040. In fact, going back even further, some historians think that beer had its origins as early as the 5000 BC, in places such as Iran, Egypt and Mesopotamia.
Many people don’t realize that the recipe for beer is thought to be the oldest recorded recipe in the history of the world! Without an internet search or even cookbooks, these recipes for the brewing process were written on papyrus scrolls, including ingredients such as pomegranates, dates and various herbs.
Of course, that beer was probably quite different from what breweries put out today. Even so, there is little wonder why drinking beer has come to be such a popular and entertaining activity.
As beer made its way traveling across the Middle East through the Mediterranean and into Europe, the forms of beer developed that made use of the prolific supply of grains, such as barley.
In the Middle Ages, the modern beers that people think of today were finally brewed, using the malting process. Hops were then added to the process somewhere around the 1300s AD, and the ancestors of today’s beer became more recognizable.
National Drink Beer Day is celebrated a few days after the birthday of Arthur Guinness, the founder of the famed Guinness Brewery in Dublin, Ireland (Although his actual birth date is not recorded).
This seems like the perfect day to raise a glass and drink a beer in honor of this man who was so important to the history of beer. More than 200 years later, people are still enjoying his dark, creamy stout!
Sample a New Kind of Beer
With hundreds of different new and traditional varieties available, National Drink Beer Day gives all drinkers a wonderful opportunity to sample both local and internationally brewed ales and lagers. Although, of course, just any old beer will do on this day, it might be fun to make it special by trying something new and adventurous. Here are just a few interesting options for beer-trying that can take the National Drink Beer Day experience to the next level: Helles German Beer. This one is ideal for an end of summer cool off. Like pilsners, these are light and sweet, but with a deeper malt taste and a bit of a leaning toward spicy hops. Japanese Rice Lager. Similar in profile to an American Lager, the rice keeps the flavor super light and offers a bit of a dry finish. The perfect pairing for this beer? Sushi, obviously!Cream Ale. This unique hybrid beer is brewed with ale yeast and then finished with a lager. They can be found in a wide variety of low or high alcohol content, with either a sweetness or a strong bitterness. Belgium Witbier. A unique beer, brewed with the less-commonly used grain, oats, offers a darker appearance that is cloudy. The taste is a bit fruity, often using added spices such as coriander or orange peel to give it an even bigger boost of flavor.
Join Friends for National Drink Beer Day
Simply gather a few friends, go on over to the nearest liquor store or supermarket and crack open a beer for a fun-packed day. For those whose friends are otherwise engaged, don’t worry! Beer drinking is an activity that can be just as easily enjoyed with strangers–who will perhaps become new friends. Just head down to a nearby pub or bar and order a beer from the bartender or waitress. Pick up some darts or join in on a game at the pool table to make some new friends on this special day for drinking beer.
Attend a National Drink Beer Day Festival or Event
Celebrate by attending beer festivals or beer-tasting events held in your local area. September is a great time of year for those end of summer, back to school festivals and events that can be found in cities and towns all over the globe. Make a quick search on the web or in local newspapers to find out what’s going on around the area–then join in!
Watch Some Beer-Inspired Shows and Films
These delightful (and sometimes ridiculous) movies and series are sure to get anyone in the mood to enjoy National Drink Beer Day: Cheers. An American show built entirely around the goings-on of a bar, where people mostly spend their time drinking beer, this series lasted for 11 seasons on US television in the 1980s and early 1990s. Starring Ted Danson, Rhea Pearlman and George Wendt, as well as a cast of many others, this show encourages going to a place “where everybody knows your name”. Now in syndication, this show can often be viewed through online options such as Hulu or Amazon. Drinking Buddies (2013). This rom-com film has a fairly solid cast, including Jake Johnson and Olivia Wilde who play coworkers at a craft brewery located in Chicago. The story details the ins and outs of friendships and romantic relationships between the coworkers and their group of drinking buddies (including a character played by Anna Kendrick). Strange Brew (1993). This ridiculous Canadian beer comedy film features Rick Moranis and Dave Thomas. The story follows characters Bob and Doug McKenzie, two unemployed brothers who place a mouse in a beer bottle to try to get free beer. Of course, chaos and ridicularity ensue. Brew Dogs. Airing originally on the Esquire Network, this show reveals the beer brewing adventures of James Watt and Martin Dickie, who are the masterminds behind the famous Scottish brewery, Brew Dog. The brewery owners travel to find the best beers in craft brewing, while not only sampling local beers but participating in the brewing process on location.