![\"BrewDog](\"https:\/\/dailybusinessgroup.co.uk\/wp-content\/uploads\/2023\/11\/BrewDog-Lothian-Road.png\")
An American consumer packaged goods company has seen off rival bids to buy BrewDog in a pre-pack administration that values the company at \u00a333m.<\/p>\n
Tilray Brands will acquire BrewDog\u2019s brands, its brewery at Ellon in Aberdeenshire and its operations in the US and Australia.<\/p>\n
Rival offers were understood to include Royal Unibrew of Denmark, the Irish group C&C and co-founder James Watt.<\/p>\n
AlixPartners, which has been coordinating talks with potential buyers of BrewDog, will be appointed as administrators.<\/p>\n
Irwin D. Simon, chairman and chief executive at Tilray Brands, said:\u00a0\u201cBrewDog is one of the most iconic, mission-driven craft beer brands in the UK. It helped redefine modern craft beer through bold innovation, fearless creativity and an unwavering commitment to great beer.<\/p>\n
\u201cWhat makes BrewDog truly special has always been its brewers, its brewpubs and its passionate community of beer fans. <\/p>\n
\u201cAs we begin a new chapter for this great brand, our priority is to refocus BrewDog on the craft beer excellence that made it beloved in the first place and strategically invest to return the operations to profitable growth. <\/p>\n
\u201cBrewDog\u2019s future is bright, and we are committed to ensuring the brand continues to lead and inspire the global craft beer movement.\u201d<\/p>\n
He added: \u201cTilray\u2019s management brings operational and strategic expertise, a diversified global beverage infrastructure and a disciplined investment approach needed to unlock BrewDog\u2019s next phase of growth.<\/p>\n
\u201cIn addition, my team and I have significant experience in the UK market where we previously built an ~ $1.5bn consumer packaged goods business at my prior company with beloved brands, including Ella\u2019s Kitchen, Hartleys, Tilda, New Covent Garden and Linda McCartney.\u201d<\/p>\n
The pubs included in the deal are based in\u00a0Birmingham, Canary Wharf, Dogtap Ellon, Dublin, Edinburgh DogHouse, Lothian Road, Manchester, Paddington, Seven Dials, Tower Hill, and Waterloo.<\/p>\n
Jefferies acted as financial adviser, and Proskauer Rose acted as external legal counsel to Tilray Brands.<\/p>\n
The price will come as a huge surprise to those expecting at least a three-figure tag for a company that was once valued at \u00a31 billion. The price may be influenced by BrewDog\u2019s estimated debts, said to be about \u00a3800m which may be partly paid off.<\/p>\n
BrewDog\u2019s bars were closed today while the deal was being finalised.<\/p>\n
Private equity firm TSG Consumer Partners acquired a 21% stake in BrewDog in 2017. Preference shares gave it first claim on sale proceeds,\u00a0<\/p>\n
Its army of \u2018punk\u2019 investors, who invested about \u00a375m in the business, will see their investments wiped out.<\/p>\n
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