BrewDog has launched a new campaign that marks a “confident new chapter” at the business.

‘Choose Craft’ aims to celebrate the quality, flavour and character of craft beer, the company said, and arrives at a time where the company is experiencing commercial momentum.

The campaign, by McCann Manchester, builds on the belief that “quality still counts”, and celebrates the flavour, craft, creativity and attitude that set great beer apart, and signals BrewDog’s renewed momentum as it champions the category it helped define, they said in a statement.

The momentum is already showing at retail: since BrewDog began rolling out Choose Craft, EPOS data shows sales across its top six off-trade retailers are up 2.87 times for Punk IPA and Hazy Jane vs last year’s volume for the same two-week period as the Under New Ownership and Choose Craft campaigns roll out across the UK.

Alongside retail momentum, BrewDog has secured eight new on-trade partnerships since Tilray took ownership, expanding its presence across live entertainment, sport, pubs and hotels.

John Beasley, chief marketing officer, commented: “Choose Craft is a campaign with conviction. It is about putting quality, flavour and the craft beer community back in the spotlight — and reminding beer lovers across the UK why great beer is worth choosing. BrewDog is back with confidence, focus and momentum. We have always believed beer should have character, flavour and attitude.

“As the UK’s leading craft beer brand, we have a responsibility to champion quality, celebrate the brewers and beer lovers who built this movement, and give people every reason to choose craft.”

The new initiative follows on a campaign to distance itself from the company’s previous owners and signal in an era for the business. 

The company is engaging in a raft of advertising working with creative agency Love. This includes posters with taglines such as ‘No More Cunning Stunts. Just Great Beer’ alongside Punk IPA, ‘We’ve Flipped the Bird’ alongside Wingman and ‘A Little Less Allegation’ alongside Elvis Juice.

Tilray acquired BrewDog, which was co-founded by James Watt and Martin Dickie, in 2007, in a £33 million deal in March of this year after the company fell into administration. In the process Tilray saved a number of venues but 38 bars shut their doors after the insolvency, with the loss of 484 jobs.