A leading global brewery has announced a generous £1 million bar tab that will be activated if any of three specific teams reach the World Cup final.
BrewDog, established in Scotland in 2007, has pledged complimentary pints for soccer enthusiasts should England, Scotland, or the US advance to the final stage of the tournament. This offer will be effective starting July 20, the day following the final match.
Individuals donning the national team jerseys of England, Scotland, or the USA can avail themselves of up to two free pints per person at designated BrewDog bars or pubs.
This initiative coincides with a surge in attendance at the brand’s bars during the World Cup, where the venues have evolved into vibrant hubs for fans.
Irwin Simon, chairman and CEO of Tilray Brands, remarked, “Historically, great bars have served as gathering spots for fans to relish the game, engage in lively discussions, and raise a toast or two.”
Mr. Simon expressed readiness to facilitate joint celebrations at BrewDog’s participating bars and brewpubs should any of the three nations progress to the final stage.
The promotion follows Tilray Brands’ acquisition of BrewDog earlier this year, after the latter faced financial difficulties resulting in job losses and bar closures.
In a strategic move, Tilray purchased BrewDog’s brewing operations, brand, and 11 pubs in the UK for £33 million, safeguarding 733 jobs. However, 484 positions were eliminated, and 38 bars shuttered as they were not part of the acquisition.
The offer is subject to availability on a first-come, first-served basis until the £1 million tab is depleted at eligible establishments in England, Scotland, Ireland, Las Vegas, and select brewpubs in the US.
Furthermore, participating BrewDog venues will host large-screen viewings of various sporting events throughout the summer, including tennis and motor races.
