The launch of the St Pancras IPA was picked up by BBC and ITV London news, the Times and the Telegraph with total media coverage judged to have reached in excess of 16M people.
St. Pancras International, the UK’s favourite railway station, kicked off its 150th birthday celebrations in style with a horse-drawn dray delivering St Pancras IPA (brewed under licence by Lost Rivers Brewing Co) to The Betjeman Arms pub located under the station’s iconic roof. The pub’s clientele drank through the first stocks within 36 hours and bottles of the beer, which recall the station’s historic links with the brewing industry, will shortly be available from other retail outlets within the station and further afield.
Other planned activity for the 150th celebration includes a product launch by Moorcroft Pottery, producers of renowned Stoke-on-Trent collectable ceramics, of two very different pieces inspired by the station, and a new book: ‘St Pancras International 150 Facts for 150 years’ that is being prepared by The History Press.
In addition, online shop partner Internova and Pop-Up shop partner Event Merchandise will be rolling out new products to celebrate the anniversary, immediate plans are for a framed stamp sheet, framed then and now images, glassware and china, with further product development throughout the year.
Adam Bass, Director of licensing agency Golden Goose, who developed and executed the strategy for the licensing and retail programme said, “We’re very excited to be welcoming respected businesses into the St Pancras Licensing Programme and are so pleased that they recognise the commercial opportunity to provide consumers with products that evoke the history of this much-loved architectural landmark.”
Wendy Spinks, the Commercial Director of HS1 Ltd, the company that operates, manages and maintains St Pancras International, said “we are thrilled about the launch of these new products as part of our celebrations and will continue to incorporate licensed products into the narrative as we mark the 150th anniversary of St. Pancras International.”