BrewDog, one of the U.K.’s leading and most recognisable craft beer brands, part of Tilray Brands, Inc. (NASDAQ: TLRY; TSX: TLRY), is launching one of its biggest-ever summer campaigns, transforming bars, retail and digital platforms across the U.K. into a high-energy celebration of international football, great beer and unforgettable match-day experiences.
Built around BrewDog’s challenger ethos, the new ‘Underdog’ summer campaign is a nationwide activation across grocery retail, BrewDog bars, e-commerce, on-trade partnerships and social media – all designed to position BrewDog as the craft beer to drink and the place to watch the game this summer.
At the center of the campaign is BrewDog’s nationwide “Win a Year of Beer” promotion, with more than 2.8million promotional packs landing across major U.K. retailers this week. Fans who discover one of BrewDog’s 50 special UNDERDOG cans hidden inside participating packs will win free beer for a year.
The promotion will appear across BrewDog Punk IPA, Hazy Jane New England IPA and Wingman Session IPA 4x 330ml, as well as Lost Lager and Cold Beer 10 x 440ml packs and will be supported by large-scale in-store displays, aisle fins, shelf barkers, digital media and national promotional activity throughout the tournament period.
But the campaign goes far beyond retail.
Throughout June and July, BrewDog bars across the U.K. will become destination venues for match-day watch parties, featuring giant screens, themed food specials, pre-booking incentives, giveaways, limited-edition merchandise and guest taps.
Fans visiting BrewDog bars during key match days can expect:
· Match-day food specials and BrewDog’s iconic beer towers
· U.S. craft beer tap takeovers
· Limited-edition merch giveaways
· Interactive “Rock. Paper. Score.” challenges with bartenders
· Personalised experiences and fan activations
· Large-scale screenings and live in-bar entertainment
Lauren Carrol, Chief Operating Officer, BrewDog, said, “This summer is set to be one of the biggest moments in hospitality and retail, and BrewDog is going all in. We wanted to create something bigger than a traditional beer promotion — a campaign that brings together fans, bars, retailers and communities around shared moments, great beer and the energy of international football.”
She continued, “BrewDog has always been a challenger brand, so the ‘Underdog’ platform felt like the perfect fit. The ‘Win a Year of Beer’ giveaway gives consumers a fun reason to engage with the brand all summer long, while our bars, retail partners and digital platforms help turn every match into a bigger BrewDog moment.”
The campaign also includes:
· Personalised and country-themed cans available on BrewDog.com
· Match-day beer bundles online
· Social-first reactive content tied to major tournament moments
· National paid media and CRM campaigns
· In-bar games and experiential activations
· Consumer giveaways including merchandise and home brewing kits
BrewDog is also partnering with major retailers across the U.K. to secure significant in-store visibility throughout the summer period, including feature displays, pallet activations and event-based promotions designed to drive category excitement during one of the biggest seasonal occasions of the year.
The multi-channel campaign is expected to drive significant uplift across grocery, bars, e-commerce and on-trade channels throughout the summer period.
Promotional packs are available across major grocery and convenience retailers nationwide. Open to U.K. residents aged 18 and over. BrewDog encourages responsible consumption. Terms and conditions apply.
