24 American Craft Beer Favourites from Tilray, the 4th Largest Craft Brewer in the U.S., Including SweetWater, Montauk, 10 Barrel, Shock Top, Alpine, Green Flash, Blue Point and More… Debut at BrewDog Bars and Online
Scottish Brewer, BrewDog, by Tilray Brands, Inc. (NASDAQ: TLRY; TSX: TLRY), is celebrating the highly anticipated U.K. launch of 24 Tilray-owned American craft beers, bringing well-known and recognisable U.S. craft brands to BrewDog bars across the United Kingdom beginning this week. Launching exclusively through BrewDog initially, the collaboration marks the first step in a broader strategy to expand Tilray’s American craft beer portfolio across additional retail, grocery, and on-trade channels throughout the U.K. and Europe over time.
As a long-time champion of great craft beer, BrewDog will serve as the gateway for U.K. consumers to discover these authentic American craft beer styles, fresh from the U.S., primarily available on draught in all BrewDog bars and direct to consumers through Brewdog.com. This introduction signifies the expansion of BrewDog’s offering beyond its own-brewed portfolio, with the ambition to roll out the craft brands further into U.K. grocery and on-trade, eventually brewing at BrewDog’s home of craft beer, in Ellon.
Rajnish Ohri, President, International, Tilray Brands, stated: “Launching Tilray’s American craft beer brands across BrewDog’s U.K. platform is a major milestone in our global beverage strategy. We are bringing some of the most widely known American craft beers in the U.S. to new consumers internationally through a powerful retail and distribution platform. This is just the beginning. We see significant long-term opportunity to continue expanding our craft beverage portfolio globally across beer, spirits, non-alcoholic beverages, and ready-to-drink categories as we build a scaled international beverage business.”
Lauren Carrol, Chief Commercial Officer, BrewDog adds, “BrewDog has always championed great craft beer and bold innovation. Bringing these authentic American craft brands to the U.K. expands choice for consumers, introduces exciting new beer styles, and reinforces BrewDog’s role at the centre of craft beer culture. With an established distribution network and strong consumer reach, BrewDog is well positioned to scale premium American craft beer brands across the U.K. We’ve carefully curated this portfolio to deliver the brands, styles, and flavour profiles we believe will resonate most with U.K. drinkers — from engaged craft beer fans to consumers discovering the category for the first time. This is what we do best – delivering quality liquid to people that love beer, and with the support of Tilray we’re excited to establish a place for great-tasting authentic American craft beer in the U.K. market.”
With the first of the beers arriving directly from U.S. breweries on Thursday 11th June, in time for an epic summer of sport, the launch of these fresh, authentic, brews, curated by BrewDog, marks the first time many of them will be available to the U.K. market[1]. The line-up includes:
Sweetwater Brewing Company – a collection of six fruity IPAs and American-style lagers, brewed in Atlanta
- 420 Extra Pale Ale (5.7% ABV)
- Atlanta’s OG IPA (6.3% ABV)
- G13 Hazy IPA (6% ABV)
- American Lager (4.5% ABV)
- Ice Cold Phatty – High Gravity Lager (7% ABV)
- Goin Coastal – Pineapple IPA (6.1% ABV)
10 Barrel Brewing Co. – four American IPAs, a Double IPA and Japanese-Style Lager from Oregon
- Always Down Double IPA (9% ABV)
- Apocalypse West Coast IPA (6.8% ABV)
- Cloud Mentality Hazy IPA (7% ABV)
- Money Cat Japanese-Style Lager (4.8% ABV)
- Camp Colide Northwest IPA (5% ABV)
- Juicy Drama Imperial IPA (9% ABV)
Montauk Brewing Co. – two high-quality approachable craft ales, from a premium lifestyle craft beer brand, established in Montauk, New York
- Wave Chaser IPA (6.4% ABV)
- Summer Ale (5.5% ABV)
Shock Top – Belgian White – a refreshing Belgian-style wheat beer offering an escape from the mundane
- Belgian White Wheat Beer (5.2% ABV)
Terrapin Beer Co. – two high-octave Double IPAs and a Czech-style Pils from Georgia
- Imperial Hopsecutioner Killer Double IPA (9.8% ABV)
- Imperial Luau Krunkles – Passion Fruit – Orange – Guava Double IPA (9% ABV)
- Sound Czech – Czech-style Pilsner (5.2% ABV)
Blue Point Brewing Co. – welcomes its flagship Toasted Lager and Summer Ale, also from New York
- Summer Ale (4.5% ABV)
- Toasted Lager (5.5% ABV)
Green Flash Brewing Co. – the pioneering benchmark for West Coast IPA
- West Coast IPA (7% ABV)
Alpine Beer Company – this small-town Californian brewery introduces two 7% ABV IPAs
- Nelson IPA (7% ABV)
- Duet IPA (7% ABV)
Runner’s High Brewing Company – Golden Wheat – a naturally crafted non-alcoholic brew
- Golden Wheat (<0.5% ABV)
Initial research shows the appeal for authentic craft beer fresh from the U.S. is there. A BrewDog study identified over 50% of beer drinkers find the new brands either very appealing or somewhat appealing, particularly for drinkers aged 18-34[2], with the new styles delivering even higher levels of appeal with existing craft beer drinkers[3].
To celebrate the launch, BrewDog bars across the U.K. will serve curated U.S. Beer Flights featuring four 1/3 pint pours for £12.95, giving drinkers the chance to explore some of America’s well-known craft beer styles in one experience. Supported by high-energy in-bar activations tied to the summer’s biggest sporting moments, including the World Cup and Independence Day celebrations, BrewDog is set to become the destination for fans looking to discover authentic American craft beer culture this summer.
[1] Green Flash and Shock Top have previously had minimal distribution through U.K. wholesalers
[2] VYPR BESPOKE POLL – BEER DRINKERS ONLY (722) – ‘Do you find this beer brand appealing’, visual above provided
[3] VYPR BESPOKE POLL – BEER DRINKERS ONLY (722) – ‘Do you find this beer brand appealing’, visual above provided – 71% for Sweetwater and Montauk, 79% for Shocktop, 83% for Terrapin and 85% for Bluepoint
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