BrewDog Bars Draw Record Fan Turnout as Global Tournament Fever Drives Double-Digit Growth

Executive Summary

• BrewDog, owned by Tilray Brands, reported record fan turnout and double-digit sales growth across its UK bar network during the FIFA World Cup.
• Tilray’s American craft beer portfolio experienced rapid sell-through, with initial inventory for SweetWater, Montauk, and Blue Point Brewing Companies depleted within the first week, triggering immediate reorders.
• The operational update highlights strong consumer demand for American craft beers and energy drinks, reinforcing BrewDog’s strategic role as a high-traffic launchpad and distribution hub for Tilray’s beverage brands.

Key Details

• Double-digit sales growth and record attendance across BrewDog’s UK bar network during FIFA World Cup match days.
• SweetWater Brewing Company, Montauk Brewing Company, and Blue Point Brewing Company sold through their initial inventory allocations within the first week of tournament play across both physical venues and e-commerce channels.
• Immediate inventory reorders were placed to sustain demand for the aforementioned American craft brands.
• Early market traction and consumer excitement noted for Tilray’s Hi*Ball Energy Drink launch in the UK.
• BrewDog’s flagship Punk IPA remains among the top-selling beers throughout the tournament, maintaining its position as the #1 craft beer brand in the UK.
• BrewDog Waterloo (the UK’s largest bar) hosted thousands of supporters, with extended customer dwell times and increased food and beverage sales during match days.
• Sales momentum driven by both on-premise discovery and online purchases, demonstrating the expanding reach of Tilray’s global beverage platform.
• Management expects continued momentum across the bar network for the remainder of the summer tournament season.

Notable Quotes

• Lauren Carrol, Chief Commercial Officer, BrewDog: “This is exactly what great hospitality should look like: people coming together to share unforgettable moments over exceptional beer. The tournament has created a tremendous platform, but the demand we’re seeing for American craft beer extends well beyond match days. SweetWater, Montauk and Blue Point sold through their initial allocations within days, we’ve already reordered inventory, and consumers continue to discover these brands both online and in our bars. Combined with the continued strength of Punk IPA and our core BrewDog portfolio, it’s a powerful reflection of the health of the craft beer category and the strength of our platform.”
• Lauren Carrol, Chief Commercial Officer, BrewDog: “The world’s biggest sporting moments have always had the power to bring people together. What we’re seeing this summer reinforces the enduring role bars play as gathering places for communities. Fans aren’t just watching the matches; they’re creating memories, celebrating together, and making BrewDog part of those experiences.”