BrewDog Launches 'Under New Ownership' Campaign
BrewDog has launched a major marketing campaign to signal a new era under the ownership of Tilray Brands. The campaign highlights fresh investment and the brewery's products.
ELLON, Scotland – BrewDog has launched a significant multi-platform marketing campaign to announce a new era under the ownership of Tilray Brands. The campaign's core message emphasizes fresh investment, renewed energy, and strong backing for the brewery's beers, bars, and people.
Tilray Brands acquired BrewDog, and according to the company, it has invested nearly £50 million in the brewery's operations, working capital, and growth. Irwin D. Simon, Chairman and CEO of Tilray Brands, stated that BrewDog is one of the largest and most recognized craft beer brands in the UK and Europe. Tilray sees considerable opportunity to re-energize the brand and build it into an even larger global business.
The campaign will be visible through advertising in high-traffic areas, digital screens, and extensive print media. A letter from Tilray in City AM outlines the company's commitment to BrewDog's future, including investments in the brand, its people, and brewing heritage. Slogans such as "No More Cunning Stunts. Just Great Beer" reflect the brewery's bold and distinctive personality.
Stuart Harrison, Chief Growth Officer at BrewDog, noted that the campaign marks the beginning of a new era with a strong focus on the brand, as well as retail, wholesale, and on-trade partners. The goal is to enhance support for customers and partners and to drive profitable growth. Beer quality and brand credibility are central to these growth ambitions.
Tilray Brands' investments and the new marketing campaign aim to strengthen BrewDog's position in the European market and build a more robust future. The continuation of the brewery's historic Ellon site and respect for its Scottish brewing heritage are also key commitments.