The brewery took to Twitter to continuously live-broadcast a London street via Periscope. When it’s raining in the video, Twitter followers can tweet at the brewery to get a code to receive a free pint of ale.
British weatherman Michael Fish is also part of London Pride’s rain and beer campaign.
"This is such an inspired idea. February can often be one of the dreariest months of the year, with the short days and wet weather, so a free pint of London Pride will certainly brighten up peoples’ days," Fish wrote in an email to Mashable.
"I am excited to be part of this campaign, I’ve seen some very rare atmospheric phenomena, but even in all my years as a weatherman, I’ve never seen it rain beer.”
The beer is not unlimited and the deal specifies no more than one pint per person a day.
— London Pride (@London_Pride) February 8, 2017