BrewDog’s new owner has signalled a change of direction for the Aberdeenshire brewer with a marketing campaign distancing the business from some of the controversies of its past.
US drinks group Tilray Brands, which bought BrewDog from administrators for £33million earlier this year, says the company will now offer “a little less allegation” and “no more cunning stunts”.
Tilray has cut 484 jobs and closed 38 bars since the takeover, but has also invested £50million in the business and reopened some pubs. Brewing continues at BrewDog’s Ellon headquarters.
The company 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.”
Tilray chairman and chief executive Irwin D Simon said: “This campaign is a clear signal of our commitment to the brand, and it is one of many investments we intend to make as we drive BrewDog’s next chapter of growth.”