BrewDog and Tilray Beer Add Canada to The World's Biggest Bar Tab as Canada Advances to the Next Round

Executive Summary

• Tilray Brands, Inc. (via its subsidiary BrewDog) announced the expansion of its "World's Biggest Bar Tab" promotion to include Canada, contingent on the Canadian men's national football team reaching the final of the 2026 international tournament.
• If Canada, England, or the United States reaches the final, the companies will activate a £1 million bar tab for fans at participating BrewDog pubs and Tilray-owned brewpubs starting July 20, 2026.
• The promotion is a conditional marketing initiative tied to sports events and does not constitute a material financial transaction, earnings release, or operational update for the company.

Key Details

• Promotion Scope: The "World's Biggest Bar Tab" is activated if Canada, England, or the U.S. reaches the final of the 2026 international men’s football tournament.
• Financial Value: The bar tab is valued at £1 million.
• Activation Date: The tab opens on July 20, 2026, the day after the final match.
• Eligibility: Fans wearing a Canada, England, or U.S. team jersey can claim up to two free pints per person on a first-come, first-served basis while funds and stocks last.
• Participating Locations:
  • BrewDog Pubs: Located in Scotland, England, Ireland, and Las Vegas (excluding franchised bars and Ohio locations due to local laws).
  • Tilray-Owned Brewpubs: Includes SweetWater Brewing, 10 Barrel Brewing, Blue Point Brewery, Breckenridge Brewery, Montauk Brewing, and Terrapin (excluding Oregon locations due to local laws).
• Additional Events: Participating bars will host watch parties for auto-racing (July/August), golf tournaments (July), football (August), and tennis.
• Disclaimer: The promotion is not affiliated with, sponsored by, or endorsed by FIFA or any international football governing body.

Notable Quotes

• Irwin Simon, Chairman and CEO, Tilray Brands: “We are so proud to add Canada to the world’s biggest bar tab as the team advances to the next round and captures the energy and pride of fans across the country. By expanding this celebration to include Canada, we are giving even more fans the chance to come together, wear their jersey, raise a pint and be part of the excitement. If Canada, England or the United States reaches the final on football’s biggest world stage, we are ready to help fans celebrate together across participating BrewDog pubs and Tilray-owned brewpubs.”