BrewDog has launched a campaign to distance itself from the company’s previous owners and signal in an era for the business. 

The company, which was acquired by US firm Tilray Brands earlier this year, 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.

A part of the new campaign to change perceptions of the business, Tilray is launching a raft of drinks promotions and other marketing activity. 

Irwin D. Simon, chairman and chief executive officer at Tilray, said: “This is BrewDog’s first major campaign in a long time and it is only the beginning. 

“Since acquiring BrewDog, Tilray has moved quickly to put real capital, focus and operating discipline behind the business, including nearly £50 million of investment across operations, working capital, people and the platform needed to support growth. 

“BrewDog is one of the biggest and most recognised beer brands in the UK and across Europe, and we see tremendous opportunity to re-energise it, strengthen its connection with consumers and build it into an even bigger global business.” 

The company has also recently launched a new series of beers, Liquid Visions, which are rolling out this autumn.

John Beasley, chief marketing officer at BrewDog, added: “BrewDog has always been at its best when it brings energy, attitude and ambition to the beer category. 

“Under New Ownership is more than a campaign; it is a statement that BrewDog is back with focus, investment and the creative firepower to reignite momentum. 

“We are here to support our partners, excite customers and remind the market why BrewDog remains one of the UK and Europe’s greatest beer brands.”

David Palmer, founder and executive creative director at Love, said: “We felt the most powerful next step for BrewDog was to address recent changes head-on, building a campaign around transparency and starting a new conversation with drinkers.

“We wanted to inject a renewed sense of confidence and punk attitude, with a tone of voice that the brand was originally known and loved for.”