Six weeks on from its £33m deal to acquire the global BrewDog brand and related intellectual property, including the UK brewing operations and 11 bars across the British Isles, Tilray claims it has ‘moved with speed and discipline to stabilise and strengthen’ the brewery business and position it for its next phase of growth.
“Our priorities are clear: strengthen BrewDog, accelerate innovation, and scale our global beverage platform,” says Irwin D. Simon, chairman and CEO of Tilray Brands.
With regards to the brewpub estate, Tilray’s efforts are centred on ‘reimagining the experience to better connect with today’s consumers’ while ‘positioning the brand for long-term relevance’.
This includes through elevating the in-venue experience with modern activations, strengthening brand engagement, and aligning with evolving consumer preferences.
To that end, Tilray will invest in a ‘brewpub of the future’ at one of its existing locations, allowing it to analyse, assess and recommend future changes in its brewpub network.
“Tilray is building a more compelling BrewDog platform for the future.”
Since the initial acquisition, Tilray says it has stabilized brewing volumes, maintained service levels across channels to ensure consistent stock availability, and has begun onboarding new distribution and strategic partners to support expansion.
- This story was originally published on The MA’s sister site, MCA. Read the full article here.
