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2 clusters · 10 sources · 15 days · First seen · Last updated

BrewDog rebranding and leadership under Tilray ownership

Overview

Following a £33 million rescue deal in March, BrewDog has entered a new era under the ownership of Tilray Brands. The company launched a multi-platform marketing campaign designed to distance itself from past controversies and previous administration. This campaign utilizes slogans such as “No More Cunning Stunts. Just Great Beer” and “A Little Less Allegation” to signal a shift toward a “people-first approach” and sensible work practices.

Building on this rebranding, BrewDog introduced the ‘Choose Craft’ campaign, featuring large-scale murals and advertisements in major transit hubs. To support international growth and operational expansion, the company also appointed four new members to its senior leadership team, including a new Chief Marketing Officer and a Managing Director of Bars and Hospitality.

Entities

BrewDog · Tilray Brands · Tilray Brands, Inc. · Irwin D. Simon · John Beasley

Timeline

  1. [BUSINESS] 2 sources
    BrewDog launches new campaign and senior leadership appointments

    BrewDog has launched a ‘Choose Craft’ nationwide campaign and appointed four new senior leaders to drive international growth and brand engagement following its acquisition by Tilray Brands.

  2. [BUSINESS] 8 sources
    BrewDog launches marketing campaign under Tilray ownership

    BrewDog has launched a new marketing campaign under Tilray Brands ownership, aiming to re-energize the craft beer brand and move past previous corporate and cultural challenges.

Sources

checkout.ie · cityam.com · foodticker.co.nz · grocerygazette.co.uk · grocerytrader.co.uk · independent.co.uk · mugglehead.com · retailwit.com · stocknews.com · talkingretail.com