A leading global brewery has declared a generous offer of a £1 million bar tab to be activated if any of three specific teams advance to the World Cup final.
BrewDog, established in Scotland in 2007, has pledged complimentary pints for soccer enthusiasts in the event that England, Scotland, or the US manage to reach the final match. The promotion is set to kick off on July 20, the day following the final showdown.
To be eligible for the offer, individuals must be sporting an England, Scotland, or USA team jersey at a designated BrewDog bar or pub. Each fan can claim up to two free pints.
The announcement coincides with a surge in attendance at the brand’s bar locations during the World Cup, with the venues evolving into vibrant hubs for fans.
Irwin Simon, chairman and CEO of Tilray Brands, expressed, “Historically, bars have been havens for fans to congregate, enjoy the game, engage in lively conversations, and raise a glass or two.”
Simon emphasized the readiness to unite fans in celebration across participating bars and brewpubs should any of the three nations make it to the final match.
This initiative follows Tilray Brands’ acquisition of BrewDog, a move that transpired months after BrewDog faced administration earlier this year, resulting in job losses and bar closures.
Tilray’s purchase encompassed BrewDog’s UK brewing operations, brand, and 11 pubs in a £33 million transaction, safeguarding 733 jobs. However, 484 positions were eliminated, and 38 bars shuttered as they were excluded from the deal.
The offer is subject to availability on a first-come, first-served basis until the £1 million limit is exhausted at eligible establishments in England, Scotland, Ireland, Las Vegas, and select brewpubs in the US.
Additionally, participating BrewDog venues will host screenings of major sporting events throughout the summer, including tennis and motor racing.