Give BrewDog ‘second chance’ says new owner as it invests £50m
US-based Tilray has acquired the struggling craft brewer BrewDog for £33 million and is investing £50 million to revitalize the brand. The investment aims to improve product quality, pub operations, and workplace culture following years of controversy and financial losses.
Why it matters
This acquisition represents a significant attempt to rehabilitate a high-profile brand that suffered from both financial collapse and severe reputational damage regarding its corporate culture.
Tilray is working on the launch of new beers while investing in BrewDog’s brewery in Aberdeenshire to improve existing lines. Tilray is working on the launch of new beers while investing in BrewDog’s brewery in Aberdeenshire to improve existing lines. BrewDog Give BrewDog ‘second chance’ says new owner as it invests £50m US cannabis and drinks firm Tilray, which took over in March, says it will improve beers, pubs and working conditions
Prefer the Guardian on Google BrewDog’s new owner has urged drinkers to give the ailing brand “a second chance” as it invests more than £50m in improving the company’s beers, pubs and working conditions.
The US cannabis and drinks company Tilray bought BrewDog for £33m in March this year, after the company collapsed into administration after five years of losses and a series of controversies relating to the treatment of workers under the founder James Watt.
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