Tilray introduces US brands to UK via BrewDog pubs – Daily Business

Tilray Brands, is launching a range of its American craft beers into its BrewDog pubs this week as part of a roll-out across the UK.

The collaboration marks the first step in a broader strategy to expand Tilray’s portfolio across additional retail, grocery, and on-trade channels following its acquisition of Aberdeenshire-based BrewDog earlier this year.

Rajnish Ohri, president,international, Tilray Brands, stated: “Launching Tilray’s American craft beer brands across BrewDog’s UK platform is a major milestone in our global beverage strategy.

“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.”

Lauren Carrol, chief commercial officer, BrewDog added: “BrewDog has always championed great craft beer and bold innovation. Bringing these authentic American craft brands to the UK expands choice for consumers, introduces exciting new beer styles, and reinforces BrewDog’s role at the centre of craft beer culture.

“With an established distribution network and strong consumer reach, BrewDog is well-positioned to scale premium American craft beer brands across the UK.

“We’ve carefully curated this portfolio to deliver the brands, styles, and flavour profiles we believe will resonate most with UK drinkers — from engaged craft beer fans to consumers discovering the category for the first time.”

The announcement comes amid reports of a sharp fall in BrewDog sales and co-founder James Watt declaring that he would like to use his new venture, Second Best, to buy back BrewDog.

He has now signed up 21,000 former punk investors in the Ellon brewer and says he will be announcing more details of his plans in the coming weeks.

Since Brewdog began the sales process, its sales have fallen 22.5% with volumes down nearly 22%, according to The Grocer.

However, one observer said: “There will likely be a transition period as Tilray integrates Brewdog into its broader business. It wouldn’t be shocking to see weak sales trends during this period, since Tilray will have to figure out exactly what it wants to do with the brands it has acquired and then implement those plans.”