Beer drinkers across the UK are being offered one of 5,000 free pints – but the giveaway comes with a wider aim: encouraging friends to step away from surface-level chat and have more meaningful conversations.
Beavertown has partnered with the DUSK app to allow people to send a mate a complimentary pint of Neck Oil, redeemable in participating pubs from now to 22 February. Rather than a simple promotion, the initiative is designed as a practical nudge, giving people an easy excuse to meet face-to-face and check in with one another.
The move follows new research suggesting many men still struggle to express how they feel within friendships.
A study of 2,000 UK adults found that 62% of men have never said “I love you” to a mate. At the same time, nine in ten admit they rarely talk about anything serious with their friends.
The findings paint a picture of friendships that are valued deeply but often kept emotionally guarded. While 85% of men said their friends are among the most important people in their lives, 76% admitted they tend to hide real feelings behind banter.
Two-thirds of respondents said they believe their mental health would improve if they were able to open up more to their mates.
Researchers found that sports, work, television, and current affairs dominate most conversations between male friends, while emotional topics are far less likely to be discussed. When men do show appreciation, 39% say they are more likely to buy a mate a pint rather than verbalise how much they value them. Others said they would opt for a quick handshake, a fist bump, or a brief “man hug”.
The contrast with romantic relationships is notable. On average, men reported telling their partners “I love you” 17 times a week, highlighting a significant difference in how affection is expressed across different types of relationships.
The free pint initiative aims to bridge that gap by turning a familiar social ritual – meeting for a drink – into something more meaningful.
Joe Marler, who has supported the campaign, said: “Men care about their mates, but we don’t always say it out loud. If you love someone, you should say it.”
Mental health charity Campaign Against Living Miserably (CALM) has backed the initiative, highlighting the importance of strong friendships in supporting wellbeing. The charity says small steps – including expressing appreciation more openly – can help normalise deeper conversations and strengthen support networks.
Simon Gunning, CEO of CALM, said: “Strong friendships can be a lifeline, yet many men struggle to open up to those closest to them. Expressing appreciation can strengthen bonds and have a positive impact on mental health.”
The free pint mechanic is deliberately simple. Users download the DUSK app, select a participating pub and send a friend a complimentary pint invitation. The recipient can then redeem the drink in venue, creating an easy prompt to meet up in person.
While the research suggests cultural norms around masculinity can make emotional honesty feel uncomfortable, campaign organisers say the solution does not need to be grand gestures – sometimes it can start with a straightforward invitation to the pub.
The research was commissioned by Beavertown and conducted by Perspectus Global among 2,000 UK adults.
