Tilray Brands is launching nine of its US craft beer labels in the UK through its BrewDog bars.
The group is rolling out a range of 24 SKUs into the market from this week.
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
Tilray acquired some of BrewDog’s assets in the UK and Ireland in March, later securing deals for part of the Scottish brewer’s operations in the US and Australia.
In a statement today (10 June), BrewDog said the move was “the first step” in plans to launch Tilray beer brands in the off- and on-trade in the UK and continental Europe.
In April, Tilray CEO Irwin Simon said the US group would launch its Montauk, Shock Top and Sweetwater beer brands in the UK through BrewDog’s bars.
The company is also launching beers sold under the 10 Barrel Brewing Co., Alpine Beer Company, Green Flash Brewing Co., Blue Point Brewing Co. Terrapin Beer Co. brands. It is also selling its non-alc brand Runner’s High Brewing Company.
Rajnish Ohri, the president of Tilray’s International division, said the move was “a major milestone in our global beverage strategy”.
The beers will also be available to buy through the BrewDog website.
In the statement, BrewDog said there was an “ambition” to push the brands “further into UK grocery and on-trade” and to “eventually” produce them at its brewery in Ellon in Scotland.
Ohri added: “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.”
