BrewDog and Tilray Beer Add Canada to The World's Biggest Bar Tab as Canada Advances to the Next Round
Rhea-AI Summary
Tilray Brands (NASDAQ: TLRY) and BrewDog expanded their “world’s biggest bar tab” football promotion to include Canada after the national team advanced to the next round of the 2026 men’s tournament.
If Canada, England, or the U.S. reaches the final, BrewDog will open a £1 million bar tab from 20 July 2026 across selected BrewDog pubs and Tilray-owned brewpubs, offering up to two free pints per eligible fan wearing a team jersey, subject to venue participation and local laws.
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News Market Reaction – TLRY
In the Jun 29 session, TLRY declined 0.65%, reflecting a mild negative market reaction.
Data tracked by StockTitan Argus on the day of publication.
Key Figures
Historical Context
| Date | Event | Sentiment | 24h Move | Catalyst |
|---|---|---|---|---|
| Jun 25 | Brand anniversary event | Positive | -2.8% | Montauk Brewing’s 14th anniversary celebration and promotional summer event. |
| Jun 25 | Bar reopening | Positive | -2.8% | Reopening BrewDog Inverurie with a community-focused model and refreshed bar experience. |
| Jun 24 | Spirits award win | Positive | -2.8% | Breckenridge Distillery Rum Cask Finish receiving top honors at a major competition. |
| Jun 24 | Bar tab promotion | Positive | -0.4% | Announcement of a £1 million free-pint bar tab tied to football final outcomes. |
| Jun 22 | Tournament sales update | Positive | -3.0% | Record turnout and double-digit sales growth at BrewDog bars during global tournament. |
24h Move is the share-price change in the day after each event; other market factors may also have contributed.
Recent positive brand and beverage headlines have typically been followed by short-term share price declines, indicating frequent divergence between news tone and price reaction.
AI-generated analysis. How Rhea-AI works. Not financial advice.
Canada, England or the U.S. to the final? BrewDog and Tilray Beer are ready to pour a
NEW YORK and TORONTO and ELLON, United Kingdom, June 29, 2026 (GLOBE NEWSWIRE) -- Scottish brewer BrewDog, owned by Tilray Brands, Inc. (NASDAQ: TLRY; TSX: TLRY), today announced that Canada has been added to BrewDog and Tilray Beer’s world’s biggest bar tab promotion after Canada advanced to the next round in the world’s biggest football tournament. Tilray and BrewDog are proud to celebrate Canada’s historic run and are expanding the promotion so that, if Canada reaches the final — in addition to England or the United States — the companies will activate a
Irwin Simon, Chairman and Chief Executive Officer, Tilray Brands, said, “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.”
The celebration will now kick in if Canada, England or the United States reaches the final of the world’s biggest football tournament. Once activated, BrewDog will open a
From BrewDog pubs to Tilray’s broader craft beverage venues, the bar tab is designed for the kind of celebration sports fans live for — packed pubs, team colours, cold pints and one massive reason to cheer — with BrewDog bars continuing to build their role as go-to destinations to watch sporting events all summer long.
Beyond football, participating BrewDog bars will be activating watch parties and big-screen moments around major sporting occasions throughout the summer, including auto-racing in July and August, major golf tournaments in July, the return of top flight football in August, and world-class tennis tournaments, with the biggest matches shown across participating venues.
Terms & Conditions
The promotion will be activated only if Canada, England or the United States men’s national team reaches the final of the 2026 international men’s football tournament in North America. If activated, the
About BrewDog
BrewDog, the #1 craft beer brand in the UK, has always had one mission: making people as passionate about great beer as we are.
From iconic classics like Punk IPA, to crowd-pleasers like Lost Lager and Wingman, to boundary-pushing innovations like NanoDog, BrewDog has been brewing bold, distinctive beers since 2007.
Born in Scotland and built by a passionate community of beer lovers, BrewDog has grown into one of the world’s most recognizable craft beer brands, with a global presence spanning breweries, bars and distribution across multiple international markets. BrewDog’s future will continue to be shaped by the three things that matter most: People, Planet and Beer.
For more information, visit www.brewdog.com or follow @BrewDog on social media.
About Tilray Brands
Tilray Brands, Inc. (“Tilray”) (Nasdaq: TLRY; TSX: TLRY), is a leading global lifestyle and consumer packaged goods company with operations in Canada, the United States, Europe and Latin America that is leading as a transformative force at the nexus of cannabis, beverage, wellness, and entertainment elevating lives through moments of connection. Tilray’s mission is to be a leading premium lifestyle company with a house of brands and innovative products that inspire joy and create memorable experiences. Tilray’s unprecedented platform supports over 40 brands in over 20 countries, including comprehensive cannabis offerings, hemp-based foods and craft beverages.
For more information on how we are elevating lives through moments of connection, visit Tilray.com and follow @Tilray on all social platforms.
Forward-Looking Statements
Certain statements in this communication that are not historical facts constitute forward-looking information or forward-looking statements (together, “forward-looking statements”) under Canadian and U.S. securities laws and within the meaning of Section 27A of the Securities Act of 1933, as amended, and Section 21E of the Securities Exchange Act of 1934, as amended, that are intended to be subject to the “safe harbor” created by those sections and other applicable laws. Forward-looking statements can be identified by words such as “forecast,” “future,” “should,” “could,” “enable,” “potential,” “contemplate,” “believe,” “anticipate,” “estimate,” “plan,” “expect,” “intend,” “may,” “project,” “will,” “would” and the negative of these terms or similar expressions, although not all forward-looking statements contain these identifying words. Certain material factors, estimates, goals, projections, or assumptions were used in drawing the conclusions contained in the forward-looking statements throughout this communication. Forward-looking statements include statements regarding our intentions, beliefs, projections, outlook, analyses, or current expectations. Many factors could cause actual results, performance, or achievement to be materially different from any forward-looking statements, and other risks and uncertainties not presently known to the Company or that the Company deems immaterial could also cause actual results or events to differ materially from those expressed in the forward-looking statements contained herein. For a more detailed discussion of these risks and other factors, see the most recently filed annual information form of Tilray and the Annual Report on Form 10-K (and other periodic reports filed with the SEC) of Tilray made with the SEC and available on EDGAR. The forward-looking statements included in this communication are made as of the date of this communication and the Company does not undertake any obligation to publicly update such forward-looking statements to reflect new information, subsequent events, or otherwise unless required by applicable securities laws.
Tilray Brands Contacts:
Media
news@tilray.com
Investor Relations
investors@tilray.com
1 Participation includes Tilray-owned BrewDog brewpubs only – does not included franchise locations or BrewDog in Ohio due to local laws.
2 Participation does not include Tilray-owned brewpubs in Oregon due to local laws.
A photo accompanying this announcement is available at https://www.globenewswire.com/NewsRoom/AttachmentNg/e1c1f20e-c185-48fe-8264-e16c9e16d70e
