BrewDog and Tilray Beer Are Ready to Pour the World’s Biggest Bar Tab — £1 Million of Free Pints
Rhea-AI Summary
Tilray Brands (NASDAQ:TLRY) and its BrewDog beer business announced a £1 million free‑pint bar tab promotion tied to the 2026 international men’s football final. If England, Scotland or the U.S. reaches the final, fans in eligible venues can claim up to two free pints.
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News Market Reaction – TLRY
In the Jun 24 session, TLRY declined 0.43%, 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 22 | BrewDog sports demand | Positive | -3.0% | Record BrewDog bar turnout and double-digit sales growth during global tournament. |
| Jun 18 | Bourbon collection launch | Positive | -0.6% | Breckenridge limited Single Barrel Bourbon Collection release at premium price points. |
| Jun 18 | Energy drink launch | Positive | -0.6% | Hi*Ball Energy UK launch expanding Tilray’s clean energy beverage footprint. |
| Jun 17 | Father’s Day campaign | Positive | -2.7% | BrewDog UK-wide Father’s Day offers and promotions across bars and retail. |
| Jun 16 | Patriotic bourbon launch | Positive | -2.6% | Breckenridge Patriotic Reserve limited-release bourbon tied to U.S. anniversary themes. |
24h Move is the share-price change in the day after each event; other market factors may also have contributed.
Recent consumer-brand promotions and product launches have consistently been followed by negative 24-hour price reactions, suggesting a pattern of investor skepticism toward BrewDog/beverage headlines.
AI-generated analysis. How Rhea-AI works. Not financial advice.
Jersey on. Crew ready. If England, Scotland or the U.S. reaches the final, fans can head straight to participating BrewDog pubs1 and Tilray-owned brewpubs2 across the U.S. to claim up to two free pints before the
NEW YORK and ELLON, United Kingdom, June 24, 2026 (GLOBE NEWSWIRE) -- Scottish brewer BrewDog, owned by Tilray Brands, Inc. (NASDAQ: TLRY; TSX: TLRY), is proving to be a fan-favourite destination for sports watch parties with big screens, cold pints and match-day energy on tap. BrewDog bars are bringing fans together for a summer of live sport watch parties and are announcing plans to celebrate a major global football milestone with what could be the world’s biggest bar tab —
Irwin Simon, Chairman and Chief Executive Officer, Tilray Brands, said, “Sport has an extraordinary ability to unite people across communities, cultures and nations through moments of pride and shared celebration — and great bars have always been places where fans come together to enjoy the match, share great conversations and raise a beer or two. This promotion reflects the strength of Tilray Brands’ beverage platform and our commitment to creating meaningful experiences that positively impact the communities where we operate. If England, Scotland or the United States reaches the final on football’s biggest world stage, we are ready to help fans celebrate together across our participating pubs and brewpubs and continue building brands and occasions that bring people together over sport, great bars and great beer.”
The celebration kicks in if any one of the eligible national teams — England, Scotland 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 England, Scotland 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
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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/96e2210c-e726-4d84-a8de-85ea77886918
