Residents of Manchester and Liverpool will wake today to pink bears smiling down at them with the promise of free beer. Beartown Brewery, the family-run, Congleton-based brewery, is unveiling a new look with a campaign plastering the striking pink image of its hero product Inception, a new session IPA, across Manchester and Liverpool as it launches a bear hunt.

Billboards and bus stops will display the image of the hot pink bear, the beacon of Beartown Brewery’s new branding, with a QR code for beer devotees to scan for a invitation to join Beartown’s founder Joe Manning at a secret destination in both Manchester and Liverpool on 29 July where the beers will be on him. Once the secret locations in both cities are announced, tipplers are invited to head there for a crisp pint of Inception.

“We’ve had our heads down in Congleton for the last few months getting our brewery back up and running after an extensive renovation and are finally brewing again,” said Beartown Brewery MD, Joseph Manning. “In addition to the new brewery we have some swish new branding and I can’t wait to send the Beartown Bear out into Manchester and Liverpool and invite Mancs and Liverpudlians to join me for a pint on 29 July.”