BrewDog Launches Rebranding Campaign After Tilray Rescue Deal

BrewDog launched a multi-platform marketing campaign titled 'Under New Ownership' on September 21, 2026, to signal a new era under the ownership of Tilray Brands, Inc. The campaign uses outdoor advertising, digital screens, and a public letter to distance the craft beer company from its previous ownership and 2021 allegations of a toxic workplace culture, promising "no more cunning stunts" and "a little less allegation."

Following BrewDog's collapse into administration, Tilray acquired the brand, intellectual property, and core brewing operations in a £33 million rescue deal in March. While Tilray has since invested nearly £50 million to stabilize operations and reopen 16 bars, the administration process resulted in the closure of 38 pubs and the loss of 484 jobs. To drive growth, the company is introducing 24 American craft beers into its venues and offering discounted Punk IPA four-packs in supermarkets.

Despite the rescue, a report from administrators AlixPartners revealed that creditors will receive little to no payment. Unsecured creditors are owed over £200 million, with HSBC expected to lose approximately £17 million and private equity firm TSG set to lose its entire £27.6 million claim. The government's Insolvency Service paid £489,000 in outstanding staff wages after the administration failed to provide funds for preferential creditors. Tilray remains committed to maintaining BrewDog's Scottish brewing heritage in Ellon while implementing a people-first approach to global expansion.