Business UpdateJun 22, 2026, 09:51 AM
Tilray's BrewDog Sees Record World Cup Turnout, Double-Digit Sales Growth
AI Summary
Tilray Brands' subsidiary, BrewDog, announced record fan turnout and double-digit sales growth across its UK bar network during the FIFA World Cup. The tournament fueled strong food and beverage sales, with Tilray's American craft beer portfolio, including SweetWater, Montauk, and Blue Point, selling out initial allocations and requiring immediate reorders. BrewDog's platform also demonstrated strength with early excitement for the Hi*Ball Energy Drink launch, while its own core brands like Punk IPA continued to perform strongly.
Key Highlights
- BrewDog's UK bar network achieved double-digit sales growth during the FIFA World Cup.
- Tilray's American craft beer brands (SweetWater, Montauk, Blue Point) sold through initial inventory allocations.
- Immediate reorders were placed for Tilray's American craft beer due to high demand in UK bars and e-commerce.
- BrewDog bars, including BrewDog Waterloo, saw record fan turnout and became high-energy destinations.
- BrewDog's flagship brands, such as Punk IPA, remained among the top-selling beers.
- Early excitement was noted for Tilray's Hi*Ball Energy Drink launch in the UK.
Price Impact
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