BrewDog launches Tilray craft brews in the UK ahead of the World Cup

BrewDog is to launch two dozen US craft beers from the Tilray Brands stable in the UK.

Beers from the likes of SweetWater, Montauk, 10 Barrel, Shock Top, Alpine, Green Flash, Blue Point will land in the UK this week initially via DTC and in BrewDog bars ahead of a wider retail, grocery, and on-trade push.

They include SweetWater Brewing Company 420 Extra Pale Ale, Green Flash Brewing Co West Coast IPA, Montauk Brewing Co Wave Chaser IPA, 10 Barrel Brewing Co Always Down Double IPA, Shock Top Belgian White and Blue Point Brewing Co Summer Ale.

Many of the brews were landing on UK shores for the first time, BrewDog said.

Gateway to US craft

The Scottish brewer would serve as “the gateway for UK consumers to discover these authentic American craft beer styles”, it said, adding the beers would eventually be brewed at its Ellon headquarters for UK and European markets.

“Bringing these authentic American craft brands to the UK expands choice for consumers, introduces exciting new beer styles, and reinforces BrewDog’s role at the centre of craft beer culture,” said BrewDog CCO Lauren Carrol. “With an established distribution network and strong consumer reach, BrewDog is well positioned to scale premium American craft beer brands across the UK.

“We’ve carefully curated this portfolio to deliver the brands, styles, and flavour profiles we believe will resonate most with UK drinkers – from engaged craft beer fans to consumers discovering the category for the first time.”

Tilray Brands international president Rajnish Ohri added: “Launching Tilray’s American craft beer brands across BrewDog’s UK platform is a major milestone in our global beverage strategy. We are bringing some of the most widely known American craft beers in the US 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.”

Limited edition Punk

Meanwhile, BrewDog has also announced an initial limited-run of Punk IPA at its original 6.0% abv.

The retro-inspired Punk features BrewDog’s original branding and is produced to a recipe that closely mirrors the beer it first debuted back in 2007.

It focuses “more on the bittering and hops additions during the boil to create an intense flavour”, according to the brewer. 

The NPD has launched via the BrewDog website.