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BrewDog Rallies Beer Lovers Across the UK to Choose Craft

TLRY
  • BrewDog launched the UK-wide "Choose Craft" campaign to highlight quality ingredients, skilled brewers, and bold flavours under new ownership by Tilray Brands.
  • Sales of Punk IPA at the brand's top six off-trade retailers increased 2.87 times compared to the same two-week period last year following the campaign rollout.
  • The brand secured over 9,000 new distribution points across the UK alongside eight new on-trade partnerships in live entertainment, sport, pubs, and hotels.
  • Key partnerships include an agreement with Underbelly for Edinburgh Fringe and Leicester Square venues, a five-year deal with Leicester Tigers, and accounts at Ladhar, Kew Green, and Malones.
  • The campaign features high-visibility advertising including murals in Manchester and Edinburgh, digital ads on national rail and underground stations, and roadside locations.
  • Consumer engagement initiatives include a £10 for 10-packs promotion on Lost Lager, a Tesco-exclusive competition for new beer creation, and Scratch to Win mechanics in on-trade venues.
  • New product innovations include West Coast Session IPA Palm Break (330ml, 4% ABV), stout Hazelnut Heist (440ml, 8% ABV), Raspberry Ripple New England IPA Tripple Ripple (440ml, 6% ABV), and Double Dry Hopped New England IPA Cloud Engine (440ml, 8% ABV).
  • Premium 440ml cans now account for 27% of craft sales, attracting the category's most engaged shoppers who spend three times the average.
  • The Tripple Ripple collaboration with Mackie's Ice Cream follows the success of the Two Scoops Stout, which was the #1 new product brand in the category post-launch and recently won a Gold award at the World Beer Awards.