German Kraft Brewery has announced a new major World Cup screening programme at its flagship site within Mercato Metropolitano, Elephant and Castle, where fans can soak in unforgettable large-scale experiences across the tournament.
The South London venue will host screenings on an epic 20sqm screen with capacity for up to 700 guests on a free entry, first-come, first-served basis. The screenings form part of the brewery’s final summer at the Elephant & Castle site and to enhance the matchday experience there will be a range of promotions and themed activations including £10 1L steins of tank-fresh beer and complimentary face painting for supporters. For those who don’t fancy beer, there’ll also be country-themed cocktails for every single team competing with options including Spanish Sangria made with tequila, triple sec, lime, apple juice, lemonade and red wine, a French Parisian Spritz with Cognac and elderflower liqueur, a Brazilian Caipirinha and more.
During key fixtures, the first 10 pints will be given away free following every England and Germany goal at the dedicated fan zone bar. Guests will also be able to order drinks directly to their seats to reduce queue times and ensure no one misses a goal. Entertainment will start well before the first whistle with live DJs scheduled to perform across the tournament.
The wider Mercato Metropolitano site will feature more than 40 food vendors from across 50 different cuisines, offering country-inspired dishes during the tournament. This aims to create a broader cultural experience around each matchday to reflect the global nature of the competition.
Founded in 2017, German Kraft Brewery has built its reputation on serving traditional German-style pils and helles beers directly from tank to glass. Its Elephant & Castle location, which is set to close at the end of 2026, has been central to the brand’s growth and identity.
The World Cup screenings will be a real highlight of the venue’s final summer with a large-scale yet accessible space for fans to gather, watch matches and experience the atmosphere of a shared fan zone in South London while soaking up great vibes, delicious food and a range of fresh beer and cocktails.
Felix Bollen, Co-Founder of German Kraft Brewery, said:
“Elephant & Castle is where it all started. This is our last summer here and we’re going out with a bang, 700 fans, a massive screen, tank-fresh beer and free pints every time England or Germany score. This is the fan zone South London deserves. The way we would love to watch football too.”
Anton Borkmann, Co-Founder of German Kraft Brewery, said:
“We built this place from nothing. Sending it off with the World Cup feels right, it’s going to be Fantastisch!”
