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BrewDoggle 2026: Tilray taps in

Unpacking the Canadian vice conglomerate's lowball deal for the UK's biggest craft brewery

Author

Dave Infante
March 02, 2026

This morning, Tilray Brands announced it would acquire BrewDog’s global intellectual property, United Kingdom brewery operations, and “11 strategic brewpubs” for around $45 million dollars. For those of you sportsfans keeping score at home, that’s nearly two orders of magnitude less than the Scottish craft brewery was valued at in 2017, when private-equity firm TSG Consumer Partners bought a ~22% stake in the business. Ouch.

I linked up with Jess Infante (Brewbound) and Kate Bernot (Feel Goods Insights) for an Instagram Live unpacking the angles on this deal. You can watch it in full below:

Instagram Post

I wrote up an initial analysis at VinePair today (scroll down to VP Pro Take), and will be filing a full column on this deal and its implications there on Friday. In the meantime, if you know more about what’s going on inside BrewDog—or Tilray, for that matter—bang my line. Anonymity available!

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📚 Additional reading

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Can BrewDog Outgrow Its History of Alleged Discrimination?

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