Shock Top Kicks Off the World's Biggest Summer of Soccer with Shocking Upsets

Executive Summary

• Tilray Brands' Shock Top beer brand is launching a summer marketing campaign titled "Shocking Upsets" tied to the World Cup tournament.
• The promotion offers rebates to legal-drinking-age consumers who purchase Shock Top if a lower-ranked team (21st or lower) defeats a top-10 ranked team during tournament play.
• The campaign runs from June 28 through July 19, 2026, and features digital content, social activations, and match-day celebrations centered around the brand's mascot, Wedge Head.

Key Details

• Promotion Period: June 28, 2026, through July 19, 2026
• Qualifying Event: A team ranked 21st or lower defeats a team ranked in the world's top 10 during official tournament play
• Consumer Incentive: Eligible legal-drinking-age consumers who purchase Shock Top during the promotional window may submit a receipt and promotional information for a rebate if a qualifying upset occurs
• Marketing Activations: Digital content, social media campaigns, and match-day celebrations featuring brand mascot "Wedge Head" designed to drive fan engagement and watch-party attendance
• Availability & Terms: Offer available to legal-drinking-age consumers in participating states, subject to official rules, terms, and conditions
• Brand Context: Shock Top is a Belgian-style wheat ale within the Tilray Beverages portfolio, marketed around bold flavor and unexpected moments

Notable Quotes

• Jake Neilson, Senior Brand Manager for Shock Top: “Shock Top was built around celebrating bold flavor and unexpected moments. Few sporting events deliver more drama than tournament soccer, where one result can change everything. Shocking Upsets gives fans another reason to get together, grab a Shock Top, and cheer for the moments nobody saw coming. When an underdog shocks the world, we’ll help make that celebration even better.”