BrewDog and Tilray Brands Unlock £1 Million Bar Tab for Football Fans Across England, Scotland and Ireland
Rhea-AI Summary
Tilray Brands (NASDAQ: TLRY; TSX: TLRY) and its UK craft beer brand BrewDog are launching a £1 million bar tab across participating Tilray-owned BrewDog pubs in England, Scotland and Ireland. The promotion runs from July 20 to September 30, 2026, or until the tab is exhausted.
Fans who join the BrewDog Treats loyalty platform can redeem two free pints per person by showing their Treats QR code at participating venues. Redemptions are first-come, subject to venue participation, applicable local laws, age verification and stock availability. The offer excludes franchised BrewDog bars and is not affiliated with any football governing body or tournament.
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News Market Reaction – TLRY
In the Jul 17 session, TLRY declined 1.15%, 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 |
|---|---|---|---|---|
| Jul 13 | Earnings call scheduling | Neutral | -1.7% | Announced date and time for Q4 and fiscal 2026 results release. |
| Jul 13 | BrewDog watch party promo | Positive | +0.9% | Promoted massive England semifinal watch party and related £1 million bar tab offer. |
| Jul 09 | Medical launch Panama | Positive | +0.7% | Commercial launch of Oral Solution CBD100 medical cannabis product in Panama. |
| Jul 09 | RTD vodka seltzer launch | Positive | +0.5% | Breckenridge Distillery introduced Breck Vodka Seltzer RTD line in Colorado. |
| Jun 30 | Spirits awards recognition | Positive | -2.6% | Breckenridge Distillery won Double Gold and multiple medals at NY competition. |
24h Move is the share-price change in the day after each event; other market factors may also have contributed.
Recent Tilray news has more often coincided with modest positive share moves than with declines.
AI-generated analysis. How Rhea-AI works. Not financial advice.
BrewDog and Tilray are keeping football’s biggest celebration alive by unlocking the
LONDON and ELLON, Scotland, July 17, 2026 (GLOBE NEWSWIRE) -- Leading UK craft beer brand and Scottish brewer BrewDog, owned by Tilray Brands, Inc. (NASDAQ: TLRY; TSX: TLRY), today announced that this celebration is for the fans. BrewDog and Tilray Brands will continue bringing football supporters together with watch parties throughout the tournament and will keep the celebration going after the final whistle by kicking off the
Irwin Simon, Chairman and Chief Executive Officer, Tilray Brands, said, “The greatest moments in sport are not defined only by the scoreline or the team that lifts the trophy; they are defined by the people who come together to share them. At Tilray Brands and BrewDog, we believe great brands create experiences that bring fans together, and that is exactly what this celebration is about. Football has an extraordinary way of filling pubs, sparking conversation and turning every match into a shared moment. The
Watch parties will continue at BrewDog pubs throughout the tournament and the
Beginning July 20, 2026, fans can redeem two free pints per person from the
From BrewDog pubs across participating markets, the bar tab is built for the kind of match-day energy fans live for - packed pubs, team colours, cold pints, big screens and one massive reason to cheer as BrewDog bars continue building their role as go-to destinations for live sport all summer long.
Beyond football, participating BrewDog bars will continue activating watch parties and big-screen moments around major summer sporting occasions, 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
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.
A photo accompanying this announcement is available at https://www.globenewswire.com/NewsRoom/AttachmentNg/ab6f4807-fecf-41fd-8751-9d336bd0f4bd
