Tilray Invests £50 Million to Revitalize BrewDog
Tilray is investing over £50 million to rebuild BrewDog following the Scottish craft beer brand's collapse into administration and acquisition in March 2026.
The US-based cannabis and drinks company Tilray is investing more than £50 million to revitalize BrewDog after purchasing the brand for £33 million in March 2026. The acquisition followed BrewDog's collapse into administration after five years of financial losses and widespread controversies regarding a toxic work culture under founder James Watt.
Tilray CEO Irwin Simon is prioritizing improvements to beer quality and reliability through upgrades at the Aberdeenshire brewery. The recovery plan includes enhancing working conditions and increasing staff pay. While the initial March deal rendered shares for 200,000 crowdfunding investors worthless and resulted in the closure of 38 bars, Tilray has since reopened five locations.
As part of the rebranding effort, the company is introducing 24 American craft beers into BrewDog bars and evaluating the revival of its closed distillery business. Simon aims to return the brand to annual sales of £350 million, with a long-term valuation goal of £2 billion.
