Tilray, the US cannabis and drinks maker that acquired Brewdog, has stated that "negative" media reports contributed to a "horrible" slump in the craft beer firm's sales earlier this year. Chief executive Irwin Simon reported that sales dropped by as much as 20 per cent year-on-year following the takeover.
Tilray's acquisition of Brewdog for £33m in March 2026 followed a period where the company, once valued at up to £1bn, entered administration. This led to the immediate closure of 38 bars and the loss of 484 jobs.
Mr Simon noted that while sales are still below last year's figures, there has been a "steady" improvement in takings since the acquisition. He explained that the perception of Brewdog going out of business, coupled with negative press, caused consumers to stay away.
As part of its reset, Brewdog plans to unveil 11 new products, including a hazelnut-flavoured stout and a raspberry ripple IPA. Tilray has also made new appointments to Brewdog's leadership team and launched a multi-million pound campaign to raise awareness of the new ownership and address past allegations of a "toxic" culture under previous leadership.