BrewDog, by Tilray Brands, Inc. (NASDAQ: TLRY; TSX: TLRY) has revealed the next phase of its brand communications with a with a clear message and confident nationwide campaign, backing the craft category for the future.
Launching today, BrewDog gives the nation reasons to ‘Choose Craft’ in a high-profile campaign celebrating craft beer, brewers and beer lovers, and championing quality ingredients, brewing passion and community spirit.
The highlight of Choose Craft is impactful murals in prominent locations in Manchester and Edinburgh, supported by static and digital adverts distributed across major nationwide railway and underground stations, roadside locations and proximity advertising close to major stockists.
With visuals that focus on real-life scenarios and stories from those who love craft beer, particularly at the point of consumption, the activity takes BrewDog back to its craft roots, celebrating true insight into the passion of the craft beer community and aims to remind consumers why craft beer is special and worth choosing.
With examples including keeping the empty cans just because you like the artwork, waiting to ensure your favourite beer is at the perfect temperature before drinking it and knowing the flavour profile so intimately that you can tell the difference in varying batches – all reasons to choose craft.
John Beasley, Chief Marketing Officer, comments: “Choose Craft is our commitment to the future of the category. It not only celebrates everything that makes craft beer worth choosing: the passion, care and creativity of brewers, but also the community who make the category so special. The creative is an observation of this community’s shared obsession for great tasting beers, quality ingredients and brewing excellence that is like no other.
“Following our ‘Under New Ownership’ campaign, which signalled BrewDog’s renewed focus on what it does best, Choose Craft moves onto the future with optimism, reminding our fans what we all love about craft beer and looking ahead with confidence. This is a hugely dynamic category, and we take our position as the leading craft beer brand seriously. The new campaign is a promise from BrewDog to keep brewing and serving some of the best beers in the world so that beer lovers continue to choose craft.”
To celebrate BrewDog is also introducing a grocery and BrewDog.com promotion on 10-packs of Lost Lager for £10, a Tesco-exclusive competition inviting shoppers to help create the next BrewDog beer, and a Scratch to Win mechanic across the on-trade, with experiential activations and customer moments celebrating why craft is worth choosing.
Innovating in Craft
Alongside the new campaign, BrewDog unveils its latest craft category NPD. With discovery the #2 choice driver in craft after taste[1], BrewDog is keeping innovation front and centre. Rotating launches help sustain shopper interest, while single 440ml cans are the category’s fastest-growing pack format, with premium and higher-ABV products driving 65% of sales[2]. These latest beers, alongside the recent Liquid Visions launch, tap directly into those trends.
First up, West Coast Session IPA, Palm Break (330ml, 4% ABV) is sunshine, served cold. Light in body yet full in character, it balances lush fruit notes with a clean snap of bitterness, leaving a refreshing, resin-kissed afterglow.
With the stout market growing at +9.1%[3], Hazelnut Heist (440ml, 8% ABV) taps into the continued consumer interest in the style and taste profile, particularly over the winter period[4]. This is decadent chocolate vanilla stout, loaded with roasted hazelnut, smooth vanilla and rich cocoa.
Raspberry Ripple New England IPA, Tripple Ripple (440ml, 6% ABV), is the latest collaboration with Mackie’s Ice Cream. It follows the phenomenal performance of the first Mackie’s collab, Two Scoops Stout, which was the #1 NPD brand in the craft category in the six months post-launch[5] and recently won Gold at the World Beer Awards.
Finally, Cloud Engine (440ml, 8% ABV) is a Double Dry Hopped New England IPA delivering a flavour bomb of mango passionfruit and ripe citrus for a silky mouthfeel with none of the bitterness
[1] Vypr, 250 craft beer drinkers, July 2026
[2] Circana, 52 W/E 31.05.26
[3] Circana MAT 02.08.26
[4] Circana MAT 02.08.26. We see a +20% uplift in stout sales over winter vs summer so its key to rotate this beer style in for the Christmas period.
[5] Circana, 52 W/E 31.05.26
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