Tilray Brands, the new owner of Aberdeenshire-based craft beer giant BrewDog, has invested £50million to stabilise the business following the acquisition.
Irwin Simon, Chief Executive of the US-based Tilray Brands, has spoken positively about the future of the iconic company, and even cited the Tartan Army's popularity in America for the World Cup as a boost.
Speaking to The TImes, Simon said: “It’s four months into it and I am real happy we acquired this. It’s a phenomenal brand, phenomenal assets, phenomenal opportunities.
"We probably put another £50million back into this business from a cash flow and an investment standpoint.
“We were the ones funding payroll and inventories, ingredients and stuff like that. It’s in a good place but there’s still a lot of work to do.”
While BrewDog's Inverurie pub reopened on Saturday as a community-led bar, Simon has also set his sights on opening a number of bars in the US and as far afield as China, India and the Middle East.
An overhaul of BrewDog's food offering is also on the menu, along with a possible revival of its distillery.
Simon said the company is "sitting with 1,700 barrels of whisky" at the present, adding: "The good news is it’s one of the few products in the world where age is okay."
Tilray Brands bought BrewDog from administrators for £33million earlier this year.
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