Another year, another round of tedious hospitality stunts. First up in 2026 is the Box Piccadilly, which is offering punters free beer in exchange for pull-ups.
Running over January 9 and 10, in the month where many flirt with a period of sobriety, the new £4m bar and games hall is hoping to entice people back to drinking in the new year.
The deal is being touted as “Pull Your Pint” and comes in partnership with Jubel, an emerging fruit beer brand based in London. Jubel went on a big marketing drive in 2025 and next year looks the same.
Box sports bar will give any customer a free half-pint in exchange for “one full, wide-grip pull-up” (wide grip is harder than narrow) and though we anticipate queues, there’ll be no limit on how many times people can go round.
A pull-up rig will be installed next to the main bar, with an on-site adjudicator and a live leader board tracking the best competitors.
An announcement claimed the average person can manage about two proper wide grip pull-ups. We’re not sure about what metrics were used here.
The shtick is to encourage a modicum of balance. Rather than all or nothing, the bar team is encouraging the simple notion of exercising before alcohol.
Brand manager Tom Mayer-Jones said: “We’re always looking for new ways to inject fun and energy into every venue.
“With our Piccadilly site having recently launched and January creeping up on us, it seemed like a great opportunity to offer people something to laugh about. We’re giving people a reason to have a guilt-free pint.”
The offer will run on January 9-10 between 5pm to 9pm. 21, 23 Shaftesbury Ave, Piccadilly Circus, W1D 7EF, theboxbar.co.uk
