Tilray Brands is to use recently acquired BrewDog’s UK bars to facilitate the launch of nine US beers in the country.
Starting this week, 24 brews from 10 Barrel Brewing Co, Alpine Beer Co, Blue Point Brewing Co, Green Flash Brewing Co, Montauk Brewing Co, Runner’s High Brewing Co, Shock Top, Sweetwater Brewing Co and Terrapin Beer Co will begin rolling out to the BrewDog outlets. Beers from the nine craft brewers will be available on draught, as well as online via the Scottish company’s website, with an eye to a wider rollout “over time”.
Tilray said the move “marks the first step in a broader strategy to expand Tilray’s American craft beer portfolio across additional retail, grocery and on-trade channels throughout the UK and Europe.” The company described Brewdog’s on-premise locations as “the gateway” for this expansion plan.
“Launching Tilray’s American craft beer brands across BrewDog’s UK platform is a major milestone in our global beverage strategy,” said the Canadian business’s international president, Rajnish Ohri. “We are bringing some of the most widely known American craft beers in the US 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.”
Tilray acquired BrewDog earlier this year, in a pre-pack administration transaction for just GBP33m (US$44.5m). The deal included the global rights to the brand name, UK brewing operations and 11 on-premise outlets. The remaining bars were to be sold or closed.
Earlier this week, reports claimed Tilray was planning to sell Atwater Brewery, less than two years after purchasing the US business from Molson Coors Beverage Co.
