Fresh From the U.S., BrewDog Unleashes Iconic American Craft Beers Across the U.K.

Executive Summary

• Tilray Brands, via its subsidiary BrewDog, is launching 24 Tilray-owned American craft beer brands in the U.K., initially exclusive to BrewDog bars and direct-to-consumer channels.
• This launch marks the first phase of a broader strategy to expand Tilray’s American craft beer portfolio into U.K. grocery, on-trade, and European markets, with future plans to brew locally in Ellon, Scotland.
• The rollout targets the 18–34 demographic and aligns with summer sporting events, supported by market research indicating strong consumer appeal for the new beer styles.

Key Details

• Launch Scope: 24 American craft beer brands launching exclusively through BrewDog initially, with plans to expand into grocery and on-trade channels across the U.K. and Europe.
• Production Strategy: Future plans include brewing these brands at BrewDog’s facility in Ellon, Scotland.
• Launch Date: Thursday, June 11, 2026.
• Portfolio Breakdown:
• Sweetwater Brewing Company (Atlanta): 420 Extra Pale Ale (5.7% ABV), Atlanta’s OG IPA (6.3% ABV), G13 Hazy IPA (6% ABV), American Lager (4.5% ABV), Ice Cold Phatty – High Gravity Lager (7% ABV), Goin Coastal – Pineapple IPA (6.1% ABV)
• 10 Barrel Brewing Co. (Oregon): Always Down Double IPA (9% ABV), Apocalypse West Coast IPA (6.8% ABV), Cloud Mentality Hazy IPA (7% ABV), Money Cat Japanese-Style Lager (4.8% ABV), Camp Colide Northwest IPA (5% ABV), Juicy Drama Imperial IPA (9% ABV)
• Montauk Brewing Co. (New York): Wave Chaser IPA (6.4% ABV), Summer Ale (5.5% ABV)
• Shock Top: Belgian White Wheat Beer (5.2% ABV)
• Terrapin Beer Co. (Georgia): Imperial Hopsecutioner Killer Double IPA (9.8% ABV), Imperial Luau Krunkles – Passion Fruit – Orange – Guava Double IPA (9% ABV), Sound Czech – Czech-style Pilsner (5.2% ABV)
• Blue Point Brewing Co. (New York): Summer Ale (4.5% ABV), Toasted Lager (5.5% ABV)
• Green Flash Brewing Co.: West Coast IPA (7% ABV)
• Alpine Beer Company (California): Nelson IPA (7% ABV), Duet IPA (7% ABV)
• Runner’s High Brewing Company: Golden Wheat (<0.5% ABV)
• Promotional Pricing: Curated U.S. Beer Flights (four 1/3 pint pours) available for £12.95 in BrewDog bars.
• Market Research: BrewDog study indicates >50% of U.K. beer drinkers find the new brands appealing, with higher appeal among ages 18–34 and existing craft beer enthusiasts.
• Strategic Context: Part of Tilray’s global beverage strategy to scale an international beverage business across beer, spirits, non-alcoholic, and ready-to-drink categories.

Notable Quotes

• Rajnish Ohri, President, International, Tilray Brands: “Launching Tilray’s American craft beer brands across BrewDog’s U.K. platform is a major milestone in our global beverage strategy. We are bringing some of the most widely known American craft beers in the U.S. to new consumers internationally through a powerful retail and distribution platform. This is just the beginning. We see significant long-term opportunity to continue expanding our craft beverage portfolio globally across beer, spirits, non-alcoholic beverages, and ready-to-drink categories as we build a scaled international beverage business.”
• Lauren Carrol, Chief Commercial Officer, BrewDog: “BrewDog has always championed great craft beer and bold innovation. Bringing these authentic American craft brands to the U.K. expands choice for consumers, introduces exciting new beer styles, and reinforces BrewDog’s role at the centre of craft beer culture. With an established distribution network and strong consumer reach, BrewDog is well positioned to scale premium American craft beer brands across the U.K. We’ve carefully curated this portfolio to deliver the brands, styles, and flavour profiles we believe will resonate most with U.K. drinkers — from engaged craft beer fans to consumers discovering the category for the first time. This is what we do best – delivering quality liquid to people that love beer, and with the support of Tilray we’re excited to establish a place for great-tasting authentic American craft beer in the U.K. market.”