The new owner of Scottish brewer and pubs group BrewDog has signalled a marked change of direction in a new marketing campaign that distances the business from its rebellious past.
Tilray Brands, the US drinks and medicinal cannabis firm that bought BrewDog from the administrator earlier this year, is highlighting that it is now under new ownership
Co-founders James Watt and Martin Dickie, BrewDog ran a number of controversial marketing campaigns that often ran into confrontations with the advertising authorities.
Tilray now says the brewer, whose brands include Elvis Juice, will engage in “a little less allegation” and “no more cunning stunts”, according to a series of adverts.
The company bought BrewDog for £33 million, axed 484 staff and and shut 38 bars, but has since invested £50 million in the business and reopened some pubs. It continues to produce the range of BrewDog brands at the brewery in Ellon, Aberdeenshire.
“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,” it said.
Referring to the well-publicised fall-out between Mr Watt and some of the staff, Tilray said the business would be run with “sensible work practices, community initiatives and a people-first approach”.
Irwin D Simon, chairman and chief executive of Tilray Brands 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.”
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