BrewDog launches marketing campaign under Tilray ownership

BrewDog has launched a major multi-platform marketing campaign to signal a new era under the ownership of Tilray Brands. The campaign, which includes large-format outdoor advertising and digital displays, aims to distance the craft beer company from its previous administration and past controversies.

Following a £33 million rescue deal in March, Tilray Brands has invested £50 million to stabilize BrewDog’s operations. The new ownership intends to focus on a “people-first approach” and sensible work practices, moving away from previous internal culture allegations. The campaign features slogans such as “No More Cunning Stunts. Just Great Beer” and “A Little Less Allegation” to draw a line under the company’s history while maintaining its irreverent brand personality.

To support the relaunch, BrewDog is offering promotional pricing on products like Punk IPA and Hazy Jane to convenience retailers and wholesalers. Tilray Brands CEO Irwin D. Simon stated the goal is to re-energize the brand and build it into a larger global business.