Tilray Brands has unveiled a limited-edition pack for BrewDog’s Punk IPA SKU in the UK that sees the brewery’s flagship beer renamed ‘Park IPA’.
Part of a summer-focused marketing campaign in the country, 20,000 Park IPA cans will be available in London. The limited-edition packs will be distributed in partnership with e-commerce platform Deliveroo, alongside a voucher for a free pint at one of BrewDog’s branded bars.
The Park IPA campaign will be supported through activations in retail multiples Co-op, Tesco and Sainsbury’s, as well as digital advertising and e-commerce promotions.
Citing Vypr research suggesting 70% of 18-44-year-old Londoners take beer, wine or spirits to parks during the summer, Tilray said “park drinking [is] one of the city’s biggest seasonal social occasions”.
“While the campaign is rooted in London’s parks, BrewDog sees the idea extending more broadly across the summer drinking season, from BBQs and garden gatherings to festivals and spontaneous outdoor occasions,” Tilray added.
Tilray agreed a cut-price deal to acquire BrewDog in March. The initial deal included the global rights to the BrewDog brand name, UK brewing operations and 11 ‘BrewPub’ on-premise outlets. A week later it emerged Tilray had completed the acquisition of BrewDog Brewing Australia, including the Scottish company’s brewing operations and “flagship” bars in the country.
Last month, James Watt, the co-founder and former CEO of BrewDog, said he had made a bid to buy the business back from Tilray. In May, Watt – who stood down as BrewDog CEO in 2024 – launched a new beer company named Second Best.
