Brewdog's new owners, US cannabis firm Tilray, have launched a multi-million pound campaign aiming to distance the company from its founders, James Watt and Martin Dickie. The campaign pledges that the controversial brewer will now be "run properly" and attract "a little less allegation."
Tilray acquired Brewdog's brand, intellectual property, and some pubs for £33m in March 2026, following the company's collapse into administration. Since the acquisition six months ago, Tilray has invested nearly £50m into Brewdog.
The craft beer firm's founders, Watt and Dickie, were subject to allegations regarding the working culture, with former staff claiming in 2021 to have suffered mental illness. Watt apologised and stepped down as chief executive in 2024, while Dickie left the business in August 2025.
A letter to consumers, published on Monday, stated the company's commitment to "sensible work practices, community initiatives and a people-first approach." Irwin Simon, chairman and chief executive of Tilray, expressed confidence in re-energising Brewdog and building it into a larger global business.
Administrators for the remainder of Brewdog revealed last month that creditors, including HSBC and HMRC, are set to miss out on £208m in debts.