(Courtesy BrewDog)

For much of its history, BrewDog didn’t just sell beer. It sold attitude and swagger.

Founded in Scotland in 2007 by James Watt and Martin Dickie, BrewDog built its reputation on Punk IPA, aggressive marketing and provocative publicity stunts that helped grow its punk army.

There was an 18.2% ABV beer that drew the attention of UK alcohol regulators. There was a 55% ABV beer packaged inside taxidermized animals. There were profanity-laced billboards, battles with advertising authorities, and the infamous “solid gold” beer can promotion.

For years, controversy wasn’t just a byproduct of BrewDog’s marketing strategy. It was practically the business model.

But as BrewDog grew into one of the UK’s biggest craft beer companies, the controversies became more serious. The brewer faced criticism over its workplace culture and allegations involving co-founder James Watt, who denied wrongdoing. Watt stepped down as CEO in 2024.

Then came the financial problems.

Earlier this year BrewDog entered administration, leaving roughly $253 million (£190 million) owed to unsecured creditors and wiping out the investments of some 200,000 “Equity for Punks” crowdfunding shareholders. Tilray Brands eventually acquired BrewDog’s brand, brewery and other key assets in a £33 million rescue deal.

Tilray is a global cannabis and beverage company that has quietly become a major player in the American craft beer scene. Its U.S. portfolio includes SweetWater Brewing, Montauk Brewing, 10 Barrel Brewing, Shock Top, Alpine Beer, Green Flash, Blue Point and several other established brands.

Now the new owner is trying to turn the page without completely neutering the attitude that made BrewDog famous.

BrewDog has launched its first major advertising campaign under Tilray ownership, appropriately titled “Under New Ownership,” and some of its advertising takes direct aim at the company’s turbulent past.

“No More Cunning Stunts. Just Great Beer,” reads one Punk IPA ad.

“We’ve Flipped the Bird,” accompanies another for Wingman, BrewDog’s uber-popular session IPA.

And maybe most tellingly, an Elvis Juice ad promises “A Little Less Allegation,” referencing the beer’s past legal conflict with the Elvis estate.

It’s still BrewDog, just with a little more self-awareness.

Tilray says it has invested nearly $67 million (£50 million) in BrewDog since acquiring the company, money directed toward operations, working capital, employees and future growth. The company has also reopened 16 BrewDog bars and says it intends to keep brewing BrewDog beer at its Ellon brewery in Scotland.

“This campaign is a clear signal of our commitment to the brand,” Tilray Brands CEO Irwin Simon said.

The campaign, which launched September 21, will run across outdoor advertising, digital media, supermarkets, pubs and BrewDog’s own bars in the UK and Ireland. Tilray is also backing it with discounted Punk IPA four-packs and a promotion offering pubs and bars the chance to win free kegs of Wingman.

Tilray has already begun using BrewDog’s bar network to showcase its growing American beer portfolio, bringing brands including SweetWater, Montauk, 10 Barrel, Shock Top, Alpine, Green Flash and Blue Point into BrewDog locations in the UK.

And BrewDog itself appears to understand that new ownership doesn’t mean pretending the past never happened.

On its website, the company acknowledges that somewhere along the way its original focus on craft beer “got harder to see through the noise.” Its stated goal under Tilray is simpler: better beer, a better workplace and a business run with considerably less drama.

And for a company that spent almost two decades with everything turned up to 11, that may be BrewDog’s most provocative marketing strategy yet.

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And while we’re at it, there’s this…

BrewDog: From Punk Pioneer to Corporate Cautionary Tale

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