Tilray Brands, the new owner of BrewDog, is launching 24 American craft beers from its portfolio into the UK market.
The business, which acquired BrewDog in March, is initially launching the beers through the brewery before aiming to expand Tilray’s American craft beer portfolio across additional retail, grocery, and on-trade channels throughout the U.K. and Europe over time.
Breweries available in the UK include Sweetwater Brewing Company, Terrapin, Montauk, Alpine Beer Company, Green Flash and Blue Point Brewing Company.
Rajnish Ohri, president, International, Tilray Brands, said: “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 of BrewDog added, “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.”
According to the company initial research shows the appeal for authentic craft beer fresh from the U.S exists.
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, with the new styles delivering even higher levels of appeal with existing craft beer drinkers.
