The 12-month deal also includes seasonal festival support in London and a permanent live venue
Scottish Brewer, BrewDog, by Tilray Brands, Inc. (NASDAQ: TLRY; TSX: TLRY), today announced a 12-month partnership with Underbelly to support key festivals and venues in its portfolio.
The deal, which has scope to extend beyond the initial agreement, will see BrewDog take over as the official beer supplier at Christmas in Trafalgar Square, SKATE at Leicester Square and permanent live venue, Underbelly Boulevard Soho, in addition to Underbelly at The Edinburgh Fringe.
Starting immediately, taps at Underbelly Boulevard Soho, which hosts award-winning UK live performances, have been switched over to BrewDog favourites, including Lost Lager, Wingman, Cold Beer and Punk AF, with Underbelly at The Edinburgh Fringe Festival activation taking place throughout August.
With Underbelly at the Edinburgh Fringe a highlight of the month-long festival, visitors will be able to grab a pint of their favourite BrewDog beer, whilst enjoying the best circus, comedy, theatre, cabaret and music, in the heart of Edinburgh. Activation will include a full branded BrewDog bar at Bristo Square, as well as all other bars within the venue serving BrewDog lagers and alcohol-free options on draught, in addition to some of its iconic craft beers in cans.
Stuart Harrison, chief sales officer at BrewDog comments: “The Edinburgh Fringe is one of the most iconic events to take place in Scotland and as a Scottish-based brewer, we’re delighted to play a role in this year’s festival. With fantastic shows and entertainment available all over the city, we’re ready to embrace the festivities and excited to bring a bit of BrewDog passion to visitors through our incredible bar activations and beer offering with Underbelly.
“Not only that, but our partnership also gives us access to one of the newest and most exciting live venues in Underbelly Boulevard Soho, as well as two buzzing festive markets in central London. With visitors attending these events from all over the world, it delivers an opportunity for us to drive further awareness and trial of our headline beers to new and existing fans.
“We’re eager to see this year’s events come together and hope that it will lead to a long and fruitful relationship with Underbelly.”
Charlie Wood, director of Underbelly, comments: “As BrewDog embarks on a new chapter as part of Tilray Brands, we’re excited to be partnering with them across our portfolio of festivals, live events and venues. The BrewDog team join Underbelly in our passion for live entertainment and our commitment to investing in the events that bring people together to enjoy what only live experiences can deliver. This is especially true in BrewDog’s home nation of Scotland, and we’re thrilled to bring the iconic BrewDog product line-up to our Edinburgh Fringe customers this summer.”
The partnership will be supported by a full social media plan to drive awareness and traffic to these exciting venues and events throughout the year.
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