Leaning into the start of Scotland’s World Cup campaign, BrewDog is rolling back prices in its remaining Scottish on-trade venues to £2 a pint for a 72-hour period starting just before the team’s first kick off this weekend.
Scotland’s first World Cup group fixture is against Haiti, beginning at 9pm on Saturday night in Boston, which means the live transmission will be at 2am on Sunday morning on this side of the Atlantic.
The promotion – approximating the beer pricing back in 1998, the last year Scotland qualified for the World Cup finals – applies to the brewer’s Headliner beer range, at its DogTap Ellon, Castlegate, Merchant City, Edinburgh Lothian Road, and DogHouse Edinburgh venues, from Sunday June 14 through Tuesday June 16.
Since it was founded in 2007, BrewDog has become one of the UK’s most recognizable craft beer brands, growing over time alongside an extensive estate of its own bars.
But it went into administration earlier this year, and its beer brand was acquired by US-based Tilray Brands, Inc., which also took on a small number of its venues, while 38 others were closed.
Tilray is described as a ‘leading global lifestyle and consumer packaged goods’ company with operations in Canada, the United States, Europe, Australia and Latin America.
It further described itself as “a transformative force at the nexus of cannabis, beverage, wellness, and entertainment elevating lives through moments of connection”.
Tilray has over 40 brands in over 20 countries, including comprehensive cannabis offerings, hemp-based foods and craft beverages.
Across this coming weekend, select Scottish locations will also feature guest taps from Tilray’s U.S. craft beer portfolio.
BrewDog’s chief commercial officer, Lauren Carrol, said: “Scotland stepping back onto the international stage is a proper moment, and we wanted to mark it in true BrewDog style – no complicated mechanics, just great BrewDog beer at 1998 prices and a reason to get everyone together.”
Alongside the bar activation, BrewDog is launching a limited-time online offer for at-home occasions – the ‘Back Since ’98’ Match Day Bundle features 20 cans for £19.98. It is also introducing limited-edition Tartan Army-inspired cans.
The Scotland-focused activation forms part of BrewDog’s wider ‘Underdog’ summer football campaign across the UK, spanning retail, bars and e-commerce, with local executions designed to ‘drive footfall and create standout fan moments’.
