As BrewDog enters a new era as part of Tilray Brands, the business is focused on growth, innovation and strengthening its commitment to the UK on-trade. Chief commercial officer Lauren Carrol explores the opportunities ahead, the evolving beer landscape and why BrewDog is investing in the future of pubs, bars and hospitality venues across the UK.
The Great British pub remains one of the most important social institutions in the country, bringing communities together and creating experiences consumers can’t replicate anywhere else. But with rising cost pressures and increasing customer expectations, how do operators stay ahead to keep visitors coming through the door?
With so much to offer, we are incredibly optimistic about the future of the on-trade and the role a brand like ours can play in helping operators thrive. As part of Tilray Brands, we’re entering a new chapter with a clear focus on investment, partnership and long-term growth.
Beer choice is expanding
The beer market and consumer expectations continue to evolve, and that’s creating exciting opportunities for operators.
Certain styles of beer may be more dominant, but more than ever, consumers are seeking variety, driven by occasion. As a result, we’re seeing growing demand across premium lager, world lager, sessionable craft beer, alcohol-free options and moderation occasions, alongside continued interest in discovery and seasonal styles.
Ultimately, today’s consumers expect quality and choice, whether they’re visiting for a quick pint after work, watching live sport with friends or spending an evening exploring new styles. Our range provides great options for pubs looking to broaden their repertoire, delivering a variety of styles and formats, tapping into many of these growth areas.
The structure of the business may have evolved, but our commitment to brewing great beer remains unchanged. Serving multiple occasions and drinker preferences, the beers our customers know and love continue to be at the heart of everything we do.
Unlocking new opportunities
Recognising this demand for newness and world beer, we have recently introduced a selection of leading American beers into BrewDog bars across the UK. Not only does this offer consumers access to internationally recognised brands, but will also help us better understand demand for global beer styles in the market. Eventually those learnings will help inform future opportunities across the wider on-trade.
At the same time, we’re continuing to explore innovation within our own portfolio, maintaining our craft credentials whilst creating commercially compelling products that help operators attract new consumers and drive incremental sales.
Tilray’s global beverage platform also gives us access to broader capabilities, expertise and insights that will help support BrewDog’s continued growth whilst ensuring we remain focused on delivering great beer and experiences for customers.
Supporting operators beyond the bar
Great beer is only part of the equation. We understand that today’s operators are looking for partners that can help drive awareness, footfall and rate of sale through tailored support and activations that resonate with their customers.
This is something we truly believe in – strong partnerships that help pubs grow commercially. Our dedicated regional sales teams are targeted with helping pubs maximise sales, rather than simply increasing their range, and collaborating with customers to develop outlet-specific support plans designed to deliver measurable commercial value. Whether that’s national campaigns, premium point-of-sale materials, branded glassware, merchandise, beer garden activations or bespoke local initiatives, our goal is always to help operators maximise performance.
We also know quality of serve goes far beyond the liquid, with the right glass often making the difference. After listening to customer feedback, we’re continuing to invest in visibility at the bar. Later this year we’ll introduce new glassware and branded beer fonts, designed to improve standout, strengthen brand recognition and ultimately help drive sales for our customers.”
A growth partner for pubs
We’re passionate about hospitality and the on-trade continues to sit at the heart of our strategy. We have ambitious plans, significant opportunities to expand across the channel and a commitment to supporting customers with great beer, innovative activations and meaningful commercial support.
Pubs in particular remain a pillar-stone to social culture and we believe it is the responsibility of brands, such as ours, to support venues and ensure they are still here in years to come. As consumers continue to seek out quality experiences, premium products and venues that offer something different, BrewDog is uniquely positioned to help operators meet that demand.
We’re incredibly excited about the future. With plans to double our on-trade sales team this year, we’re making a clear statement about our commitment to the channel and our confidence in its long-term potential.
Our focus is on building strong partnerships, delivering meaningful innovation and helping operators respond to evolving consumer preferences. We want to be more than a supplier – we want to be a growth partner for pubs and bars across the UK.
Beyond traditional pubs, we’re continuing to build momentum across hospitality and live events. We’re proud to have recently agreed a beer partnership with Underbelly, strengthening our connection to our Scottish roots while expanding our presence at some of the UK’s most exciting events. Alongside our other partnerships, these collaborations continue to introduce BrewDog to new audiences and new occasions.
We believe the future is incredibly bright. With increased investment, a growing commercial team, strong partnerships and one of the most recognised beer brands in the country, we’re focused on helping customers grow and creating new occasions for consumers to enjoy great beer.
This next chapter is about long-term growth. It’s about investment. It’s about creating new opportunities for our customers and continuing to support the legacy of the Great British Pub, with one of the UK’s most exciting beer brands. And we’re just getting started.”
Find out more about working with BrewDog or contact salesenquiries@brewdog.com
