It is 5pm on a Friday on an industrial estate in Hoxton, east London. At the offices of Tribesports, company co-founder Andrew McDonough is breaking open a freshly delivered case of beer.

Tribesports, an online social network and sportswear brand, hosts Friday drinks in the office as a way of rewarding staff. “We’re keen to develop a business that works hard and plays hard,” says Mr McDonough. A drink at 5pm “gives us the opportunity to reflect on the achievements of the week, and discuss the plan for the following week”.

Tribesports is not alone. An office fridge stocked with beer is often part of workplace culture for companies in London’s tech and creative industries, as well as appealing to young businesses overseas.

Some, such as Tribesports, are customers of Desk Beers, a start-up that delivers “craft beers” – typically niche beers from local independent breweries – to London offices every Friday afternoon.