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BrewDog launches 'Under New Ownership' campaign vowing 'no more cunning stunts' after rescue takeover

From the Newshound archive · first published 21 September 2026 · last updated 22 September 2026.

Five BrewDog beers, the brand Tilray Brands rescued with a £33 million investment after dozens of former employees alleged the company had caused them mental illness.
Five BrewDog beers, the brand Tilray Brands rescued with a £33 million investment after dozens of former employees alleged the company had caused them mental illness.

BrewDog has pledged "a little less allegation" and "no more cunning stunts" in its first major marketing campaign since Tilray Brands snapped up the stricken craft brewer for £33 million in March. The Scottish brewer collapsed into administration after years of toxic workplace allegations, losing 38 bars and 484 jobs before Tilray stepped in to rescue the brand.

Tilray says it has pumped nearly £50 million into BrewDog since the takeover, relaunching 16 bars and releasing new beers.

The 'Under New Ownership' campaign spans outdoor billboards, digital screens and a letter to customers published in 70,000 copies of City AM.

Pubs and bars can register before 12 October for the chance to win one of up to 1,000 free kegs of Wingman session IPA as part of the trade push.

MoreCity A.M.‘Less allegation’: Brewdog hits out at former ownersThe IndependentBrewDog distances itself from previous owners in first campaign since takeoverKamCityBrewDog Launches ‘Under New Ownership’ Campaign - KamCityScottish Licensed Trade NewsBrewDog marks its new era with ‘Under New Ownership’ campaign - Scottish Licensed Trade NewsAsian TraderBrewDog launches multi-platform campaign to mark new era under new owners - Asian TraderTalking RetailBrewDog launches ‘Under New Ownership’ campaign with special promo for c-stores
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