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Carlsberg Pop-up Pub - The Eternal Optimist

Events at The Drum

Gallery & Story

Carlsberg's Eternal Optimist Pub, welcomed more than 1000 football fans to The Drum, to experience 'the best football pub in the world'.

The took over our event spaces, truly making the most of what we've got!  The main 'pub' was situated in our Grand Hall, featuring a stage for a live Q&A session as well as a performance from The Lightning Seeds.

Our Winter Garden turned into a beer garden and games zone, overlooking the iconic Wembley Stadium.

Our Olympic View the perfect 'green room' and media zone.

And finally our Conference Hall, the ideal games room.

The Marketing Store and NJ Live transformed our spaces for this brand activation alongside the England VS. San Marino Euro qualifier game at Wembley.

Appearances were made by Jeff Stelling, Ian Wright, Paddy McGuiness, Chris Waddle and Matt Le Tissier.


Related Articles:


Event Magazine - In pictures: Carlsberg pop-up pub goes live at Wembley

Sponsorship Awards - Carlsberg Fan Squad Goes Live At Wembley

Spaces they used

The Grand Hall

This stunning circular double height venue lends itself to the imagination and creativity of the client.  Its flexible and spacious proportions are such that it can play host to a range of events, from awards dinners, exhibitions and conferences to the most extravagant of weddings.

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Conference Hall

The Conference Hall is circular double-height space.  By day it is flooded with natural light from a stunning glass lantern in the roof. Despite the natural light to the room projector screen visability is still maintained.  

It is perfect for Conferences, Exhibitions and larger meetings. 

The Conference Hall is surround by 8 flexible Board Rooms which are ideal as break out spaces to accompany a larger event.

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Winter Garden

The double height Winter Garden wraps around the south and east of The Drum and enjoys breathtaking views from its floor to ceiling windows.

This fully enclosed all weather space is ideal for networking events, exhibitions, pre-dinner drinks receptions or providing pre-event hospitality for the nearby Wembley Stadium and Wembley Arena.

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