Scottish brewer BrewDog – now owned by ‘global lifestyle company’ Tilray Brands, Inc. – has announced a 12-month partnership with live entertainment company Underbelly to be official beer supplier at key festivals and venues in its portfolio.
The deal, which is described as having scope to extend beyond its initial term, will see BrewDog beers served at Underbelly at The Edinburgh Fringe, as well as at Christmas in Trafalgar Square, SKATE at Leicester Square and at permanent live venue, Underbelly Boulevard Soho.
The taps at Boulevard Soho have already been switched over to BrewDog beers including Lost Lager, Wingman, Cold Beer and Punk AF, but it is the high profile Underbelly at the Edinburgh Fringe activation that really signals the brand’s return to the public eye after its parent company collapsed into administration in February.
Taking place throughout August, Underbelly at the Edinburgh Fringe is a well-established highlight of the month-long festival, where visitors will be able to grab a pint of their preferred BrewDog beer, whilst enjoying the best circus, comedy, theatre, cabaret and music, in the heart of the capital.
There will be a fully 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 popular craft beers in cans.
Chief sales officer at BrewDog, Stuart Harrison, commented: “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,” said Harrison.
“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.”
He added: “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.”
Director of Underbelly, Charlie Wood, commented: “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.”
