Farnham Ale & Lager is a young Canadian brewery with a growing penchant for experiential sampling campaigns.
Playing on the bitterness of their beers, this rewarded punters with an increasingly bitter beer the harder they hit. They measure your punch in ‘International Bitterness Points’, and then display your score on an LED panel as well as printing it on your can.
The punching bag was also skinned up to resemble their unique cans. You can learn more about Farnham Ale & Lager here, though you may have to translate the page from French.