BrewDog, owned by Tilray Brands, Inc., has announced a 12-month partnership with Underbelly to serve as the official beer supplier for several key festivals and venues in Underbelly's portfolio. The deal, which may be extended beyond the initial term, covers Christmas in Trafalgar Square, SKATE at Leicester Square, the permanent live venue Underbelly Boulevard Soho, and Underbelly at the Edinburgh Fringe.
Partnership Details
Starting immediately, taps at Underbelly Boulevard Soho have been switched to BrewDog favorites such as Lost Lager, Wingman, Cold Beer, and Punk AF. The Edinburgh Fringe activation will take place throughout August, featuring a branded BrewDog bar at Bristo Square and other bars serving BrewDog lagers, alcohol-free options, and craft beers in cans.
Statements from Executives
Stuart Harrison, Chief Sales Officer at BrewDog, expressed enthusiasm: "The Edinburgh Fringe is one of the most iconic events in Scotland, and as a Scottish brewer, we're delighted to play a role in this year's festival. We're excited to bring BrewDog passion to visitors through our bar activations and beer offerings." He added that the partnership also provides access to Underbelly Boulevard Soho and festive markets in London, driving awareness and trial of their beers.
Charlie Wood, Director of Underbelly, commented: "As BrewDog embarks on a new chapter with Tilray Brands, we're excited to partner across our portfolio. The BrewDog team shares our passion for live entertainment and commitment to investing in events that bring people together. We're thrilled to bring BrewDog's product line-up to our Edinburgh Fringe customers this summer."
