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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.<\/p>\n
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<\/p>\n
Co-founders James Watt and Martin Dickie, BrewDog ran a number of controversial marketing campaigns that often ran into confrontations with the advertising authorities.<\/p>\n
Tilray now says the brewer, whose brands include Elvis Juice, will engage in \u201ca little less allegation\u201d and \u201cno more cunning stunts\u201d, according to a series of adverts.<\/p>\n
The company bought BrewDog for \u00a333 million, axed 484 staff and and shut 38 bars, but has since invested \u00a350 million in the business and reopened some pubs. It continues to produce the range of BrewDog brands at the brewery in Ellon, Aberdeenshire.<\/p>\n
\u201cOur promise isn\u2019t to tame BrewDog, it\u2019s to let it be BrewDog again \u2013 brewed by happy people, run properly, and still fighting the good fight for better beer,\u201d it said.<\/p>\n
Referring to the well-publicised fall-out between Mr Watt and some of the staff, Tilray said the business would be run with \u201csensible work practices, community initiatives and a people-first approach\u201d.<\/p>\n
Irwin D Simon, chairman and chief executive of Tilray Brands said: \u201cThis 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\u2019s next chapter of growth.\u201d<\/p>\n
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