BrewDog owner pledges 'new chapter' after rescue

Craft beer firm BrewDog has distanced itself from its previous ownership as part of its first major marketing campaign since being taken over in a rescue deal.

The Scottish firm, now owned by Tilray Brands, said there will be “a little less allegation” and “no more cunning stunts” in a series of ads.

The business snapped up BrewDog in a £33 million deal in March after the company fell into administration.

The new owners saved a raft of venues and its franchise bars continued to operate, but 38 bars shut their doors after the insolvency, with the loss of 484 jobs.

BrewDog was co-founded by James Watt and Martin Dickie in Fraserburgh in 2007, and rapidly expanded on the back of booming demand for craft beer and support from crowdfund investors.

It has now launched a campaign with adverts highlighting the brand is “under new ownership”.

It said: “Our promise isn’t to tame BrewDog, it’s to let it be BrewDog again – brewed by happy people, run properly, and still fighting the good fight for better beer.”

The firm added it would run the business with “sensible work practices, community initiatives and a people-first approach”.

Irwin D Simon, Tilray Brands’ chair and chief executive, said: “BrewDog is one of the biggest and most recognised beer brands in the UK and across Europe, and we see tremendous opportunity to re-energise it.

“This campaign is one of many investments we intend to make as we drive BrewDog’s next chapter of growth.”

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