The Scottish brewer, owned by Tilray Brands, said the promotion would be activated from 20 July, the day after the final, if any of the three teams makes it to the tournament’s final match.
Join our new WhatsApp channel: The Morning Round-Up
Get the biggest pub trade stories straight to your phone. Listen to our one-minute daily news briefing and receive breaking news, exclusives and sector updates throughout the day. Remember to turn notifications on in the top right corner!
Join the channel here.
Fans wearing an eligible national team football shirt will be able to claim up to two free pints per person at participating Tilray-owned BrewDog bars, on a first-come, first-served basis while the £1m bar tab lasts.
The offer will apply at participating Tilray-owned BrewDog pubs in England, Scotland, Ireland and Las Vegas, excluding franchised BrewDog bars. Some Tilray-owned brewpubs in the US will also be included.
Irwin Simon, chairman and chief executive of Tilray Brands, said sport had an “extraordinary ability to unite people across communities, cultures and nations”.
He said: “Great bars have always been places where fans come together to enjoy the match, share great conversations and raise a beer or two.
“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 bars and brewpubs.”
World Cup boost
BrewDog said the promotion follows record fan turnout and double-digit sales growth across its UK bar estate during this summer’s World Cup.
The brewer said its venues had become “high-energy destinations” for supporters during the tournament.
Participating BrewDog bars will also host watch parties and big-screen events around other major sporting occasions this summer, including motor racing, golf, tennis and the return of top-flight football.
The promotion is subject to availability, local laws and venue participation, with no cash alternative. Fans must meet legal drinking age requirements and may be required to show valid ID.
