BrewDog launches new campaign under Tilray ownership, pledges healthier workplace
BrewDog unveiled its first major advertising push since Tilray Brands took control, promising fewer stunts and a focus on employee wellbeing.
BrewDog, now owned by Tilray Brands after a £33 million rescue purchase, rolled out its first large-scale marketing campaign since the takeover, emphasizing a reduction in alleged missteps and gimmicks. The advertisements highlight the brand’s new ownership and include a customer letter promising a focus on sensible work practices, community initiatives, and a happier workforce. The company, founded by James Watt and Martin Dickie in 2007, previously faced staff allegations of a harmful workplace culture, prompting an apology and one outlet's review.
Tilray reports having injected £50 million into the business, reopening 16 bars and launching new beers. The campaign is presented as a signal of continued investment and a commitment to BrewDog’s Scottish brewing heritage.
Why it matters
The rebranding signals a major shift for a high-profile beer company after a rescue takeover and workplace controversy.
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