BrewDog
BrewDog, the Scottish craft beer brand acquired by Tilray Brands in March 2026 for £33m, produces a 100+ SKU beverage portfolio (beer, RTD cocktails, energy water) sold via owned bars across 15 countries, UK and Japanese grocery, DTC e-commerce in 28 European markets, and international franchise licensing.
- Company typePrivate
- Founded2007
- HeadquartersEllon, United Kingdom
- Headcount1,001–5,000
- GTM typeB2C
- OfferingHardware or Manufacturing
What BrewDog does
BrewDog is a Scottish craft beer company founded in 2007 by James Watt and Martin Dickie, headquartered in Ellon, Aberdeenshire. The company produces a portfolio of more than 100 SKUs spanning its Headliner beer series (Punk IPA, Lost Lager, Dead Pony Club, Elvis Juice), Amplified high-ABV styles, Small Batch limited releases, alcohol-free beer (Mello), and — post-acquisition — Wonderland RTD cocktails and Hi*Ball Energy sparkling water. Brewing infrastructure historically comprised four breweries (Ellon, Columbus Ohio, Brisbane, Berlin), with the German assets liquidated separately and the UK/US/Australian operations acquired by Tilray Brands in March 2026 for £33 million following a pre-pack administration.
The business operates four distribution channels: an owned and franchise bar network spanning 15 countries, grocery/off-trade retail (Tesco, Sainsbury's, FamilyMart in Japan), a direct-to-consumer e-commerce store shipping to 28 European countries, and franchise licensing with selective partners in Bangkok, Dubai, Amsterdam Centraal, Melbourne Pentridge and others. Under Tilray ownership, BrewDog now serves as the UK and APAC distribution vehicle for 24 American craft beer brands from Tilray's US portfolio (SweetWater, 10 Barrel, Montauk, Blue Point, Terrapin, Green Flash, Alpine, Runner's High) and has added a Carlsberg US distribution partnership.
The revenue model combines one-time retail beer sales, licensing/royalty fees from franchise operators, e-commerce transaction revenue, on-premise bar sales, and event sponsorship (Underbelly Edinburgh Fringe, West Ham United, Aberdeen FC). Pricing is unit-based with promotional levers (£2 pint Scotland, Father's Day, World Cup £1m free-pint tab). Pre-administration FY2024 net revenue was £280.2m against a £37m operating loss; the combined BrewDog global platform under Tilray is projected at ~$500m annual revenue, with ~$200m attributed to the acquired assets.
BrewDog firmographics
Firmographics- Name
- BrewDog
- Legal name
- BrewDog PLC In Administration
- Website
- https://www.brewdog.com
- Company type
- Private
- Founded year
- 2007
- Operating status
- Acquired
- Headcount range
- 1,001–5,000 employees
- Short description
- BrewDog, the Scottish craft beer brand acquired by Tilray Brands in March 2026 for £33m, produces a 100+ SKU beverage portfolio (beer, RTD cocktails, energy water) sold via owned bars across 15 countries, UK and Japanese grocery, DTC e-commerce in 28 European markets, and international franchise licensing.
- Ownership category
- akta.pro rank
BrewDog industry classification
Industry- Product category
- Craft Beer
- NAICS
- Breweries (31212), Drinking Places (Alcoholic Beverages) (7224)
- SIC
- Malt Beverages (2082), Retail-Eating & Drinking Places (5810)
- akta.pro primary industry
- Microbreweries & Craft Breweries (THAFALAC)
- akta.pro secondary industries
- Beer Brewing & Brands (CRADAIAA), Craft Beer Bars & Taprooms (THAFAEAG), Beer Brewing & Craft Brewing (AFAFAAAA)
Keywords
Where BrewDog is headquartered
LocationHeadquarters
- HQ city
- Ellon
- HQ country
- United Kingdom
- HQ region
- Europe
Offices11 records
Markets served
BrewDog business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Beer Sales (Off-Trade/Retail): Sale of canned, bottled, and kegged BrewDog beers through major UK grocery retailers (Sainsbury's, Tesco, etc.) and international retail chains. Includes core portfolio (Punk IPA, Lost Lager, Dead Pony Club, Elvis Juice) and seasonal/speciality releases. The off-trade retail channel represents a significant revenue stream, with 2.8+ million promotional packs distributed for the 'Underdog' World Cup campaign.
- BrewDog Bar Network (On-Trade): Owned and operated bars across the UK (England, Scotland, Ireland) as well as US bars (Ohio, Las Vegas) and Australian bars (Brisbane, Fortitude Valley). Tilray acquired 11 UK/Ireland bars + US bars + Australian assets (March 2026). Bars generate revenue through draught beer, food, merchandise, event bookings, and watch party promotions.
- Direct-to-Consumer E-Commerce: Online store at BrewDog.com selling beer (mixed packs, bundles, cases), personalised cans, alcohol-free products, merchandise, glassware, and bar vouchers. Offers regional pricing in GBP, EUR, USD, and AUD. Free delivery over £50. Includes seasonal promotions (Summer of Football, Father's Day bundles).
- Franchise Bar Network: International franchise bars operated by third-party partners in markets including Bangkok, Melbourne, Pentridge, Dubai Bluewaters, Amsterdam Centraal, and others across 15 countries. Franchise partners pay licensing/royalty fees for brand usage, operational frameworks, and support. Expansion opportunities targeted in Benelux, France, Germany, Italy, Japan, Scandinavia, and Spain.
- RTD Cocktails (Wonderland): 10% ABV ready-to-drink cocktail range launched in Sainsbury's (May 2026) with additional flavours rolling out across e-commerce and wider retail. Premium positioning as nostalgic sweet-shop inspired flavours. Future retail expansion planned.
- Hi*Ball Energy Water: Zero-sugar sparkling energy water distributed through Amazon UK and BrewDog.com as part of Tilray's functional beverage portfolio. UK launch is part of broader European, Middle East, Africa, and Asia Pacific expansion plan for the brand.
- Merchandise and Branded Goods: Sale of BrewDog branded merchandise including clothing, glassware, barware, and collectable items through bars, e-commerce, and retail. Glassware and branded items also sold at BrewDog bars as upsell alongside beer purchases.
- Events and Sponsorship: BrewDog serves as official beer supplier for Underbelly's Edinburgh Fringe (12-month partnership), with full branded bars at Bristo Square and draught beer across venues. Also sponsors West Ham United fans (Claret & Brew lager) and Aberdeen FC (official gin and vodka partner for BrewDog Distilling Co.).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | £2 Pint Scotland Promotion — 72-hour limited offer across Scottish bars |
| Unit Pricing | Pay-as-you-go | Community Champions Model — BrewDog Inverurie pilot (reopening June 27 2026) |
| Other | Pay-as-you-go | Father's Day 'Dads Eat Free' promotion across UK bar network (June 20-21 2026) |
| Unit Pricing | Pay-as-you-go | E-commerce standard pricing — canned and bottled beer, mixed packs |
| Unit Pricing | Pay-as-you-go | Back Since '98 Match Day Bundle — online exclusive |
| Unit Pricing | Pay-as-you-go | Wonderland RTD Cocktails — Sainsbury's launch SKUs |
| Other | Multi-year contract | Franchise bar investment requirements |
Go-to-market motion5 records
Distribution channels9 records
Marketing channels9 records
BrewDog product offering
Product offeringCore offering
BrewDog is a Scottish craft beer manufacturer and hospitality operator producing and selling canned/bottled/draught craft beers, ready-to-drink cocktails, non-alcoholic beer, and energy water through owned bars, international franchise bars, grocery retail, and direct-to-consumer e-commerce. The company also operates craft beer hotels (DogHouse) and franchise bar licensing across 15 countries, with a 100+ SKU portfolio anchored by its flagship Punk IPA and extended through Wonderland RTD cocktails and the newly integrated American craft beer portfolio from Tilray.
Product overview
BrewDog is a Scottish craft beer company offering a diverse portfolio of alcoholic and non-alcoholic beverages across multiple formats and price points. The core product range includes the Headliner series (flagship beers like Punk IPA, Dead Pony Club, and Lost Lager), the Amplified range (high-alcohol experimental styles), and Small Batch limited-edition releases. Beyond beer, the portfolio extends to the 10% ABV Wonderland RTD cocktail line, Hi*Ball Energy sparkling water (zero-sugar energy drink), and (historically) Lone Wolf spirits. BrewDog also operates a global bar and hospitality network of 100+ locations across 15 countries, offering craft beer, food, entertainment, and hotel accommodations. The company sells direct-to-consumer via its ecommerce store and through retail distribution, while franchise partnerships enable international expansion.
Differentiator
Problem solved
Functional benefit
Brands
- Punk IPA: Flagship craft beer that launched the craft beer revolution - bold, hoppy, tropical IPA
- Dead Pony Club
- Elvis Juice
- Jack Hammer
- Hazy Jane
- Lost Lager
- LoneWolf
- Wonderland
- Mello
- DogHouse
- DogTap
- OverWorks
- Nanodog
Products and services
- Punk IPA Flagship IPA that established BrewDog and kick-started the UK craft beer movement; bold, hoppy, tropical flavour sold via retail, on-trade, and e-commerce.
- Lost Lager Premium lager in the Headliner series, positioned as a pack leader alongside Punk IPA; available in grocery retail and on-trade.
- Wingman Headliner-series beer featured in Father's Day campaign, sold across UK bar network and retail.
- American Craft Beer Portfolio (Fresh From the USA) Curated selection of 24 American craft beer brands from SweetWater, 10 Barrel, Montauk, Blue Point, Shock Top, Terrapin, Green Flash, Alpine, and Runner's High; available exclusively through BrewDog UK bars and online store.
- Wonderland RTD Cocktails 10% ABV ready-to-drink cocktail range with nostalgic sweet-shop flavours including Pear Drop Margarita, Fizzy Toffee Apple Martini, Cherry Bakewell Sour, Rhubarb & Custard Colada, and Lemon Sherbet Sling; launched in Sainsbury's and rolling out to wider retail and e-commerce.
- Hi*Ball Energy Sparkling Water Zero-sugar, zero-calorie sparkling energy water with natural caffeine and functional ingredients; positioned as a premium cleaner-label alternative to traditional energy drinks, distributed through Amazon UK and BrewDog.com as part of Tilray's EMEA/APAC expansion.
- Mello (Non-Alcoholic Beer) 0.0% ABV non-alcoholic beer brewed with magnesium, balm extract, and chamomile; positioned as a mainstream alcohol-free option targeting sober-curious and health-conscious beer drinkers, including as part of the Social Fitness initiative.
- Headliner Series
- Small Batch / Amplified Range
- Claret & Brew Lager Custom lager specifically brewed for West Ham United supporters in collaboration with the club and Carlton Cole; first released at London Stadium for the Liverpool match.
- Pub Light Lager Low-calorie lager added to the portfolio under Tilray ownership, extending the mainstream lager offering.
- BrewDog Bars (Owned and Franchised) Craft beer bar network with 100+ locations across 15 countries; features live sports viewing (World Cup 2026 watch parties), interactive entertainment (shuffleboard, darts, Duckpin bowling), and full bar and food service including Beer Schools and co-working (DeskDog).
- BrewDog Hotels (DogHouse) Craft beer hotel experience combining accommodation with brewery experiences; includes The Doghouse in Columbus, Ohio (world's first craft beer hotel) and venues in Manchester and Edinburgh.
- BrewDog Franchise Program
- Personalised Cans
Quantifiable outcome
- Double-digit sales growth and record fan turnout during FIFA World Cup 2026 across UK bar network
- +5 more outcomes
Companies that use BrewDog
Customer profileNamed customers11 records
Ideal customer profiles2 records
BrewDog technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature6 records
BrewDog partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered minor and core.
- Magnum Ice Cream Company (Tilray subsidiary)minorTilray Brands signed a licensing agreement with The Magnum Ice Cream Company to launch a line of Popsicle-branded alcoholic ready-to-drink beverages (Popsicle Hard) in the US market. Initial range includes Hard Cherry, Hard Orange, and Hard Grape (5% ABV flavoured malt beverages) distributed through Walmart, Kroger, and Safeway, with Firecracker flavour launching May 2026.
- Aberdeen Football ClubminorBrewDog Distilling Co. (LoneWolf spirits brand) became the official gin and vodka partner for Aberdeen FC in a three-year deal. The partnership covers the club's hospitality venues and fan engagement activations.
- SweetWater Brewing Company, 10 Barrel Brewing Co., Montauk Brewing Co., Blue Point Brewing Co., Shock Top, Terrapin Beer Co., Green Flash Brewing Co., Alpine Beer Company, Runner's High Brewing CompanycoreBrewDog launched 24 American craft beer brands from Tilray's US portfolio across its UK bar estate on June 10-11, 2026, with the first shipments arriving from US breweries. BrewDog-commissioned research found over 50% of UK beer drinkers find the new American brands appealing. BrewDog plans to eventually brew these brands at its Ellon headquarters, positioning the launch as a gateway for UK consumers to access authentic American craft beer styles. The rollout includes in-bar promotions tied to major summer sporting events.
- Underbelly LtdcoreBrewDog became the official beer supplier across Underbelly's portfolio of festivals and venues including the Edinburgh Fringe, Christmas in Trafalgar Square, and Underbelly Boulevard Soho under a 12-month partnership announced May 5, 2026. The deal includes full branded BrewDog bars at Bristo Square during the Edinburgh Fringe and draught beer offerings across venues, with scope to extend beyond the initial one-year term. The partnership aims to drive brand awareness among the international visitors attending these events, supported by a full social media plan throughout the year.
- Marylebone Cricket Club (MCC)minorAsahi UK became the official beer partner at Lord's Cricket Ground, replacing BrewDog which had closed its bars after finalizing the Tilray acquisition deal. MCC also launched its first-ever ale called 'Old Father Time', contract brewed by Asahi UK. BrewDog's previous partnership at Lord's ended as a result of the ownership change.
- Carlsberg GroupcoreTilray Brands partnered with Carlsberg Group for US production and distribution of its beverages, part of Tilray's strategy to build its global beverage platform to $1.2 billion in annual revenue by FY2027. Carlsberg produces and distributes selected Tilray/BrewDog beverages in the US market.
- The Social Gaming Group (TSGG)minorThe Social Gaming Group expanded its partnership with BrewDog through a new 'Social Fitness' initiative launching at BrewDog Waterloo on January 29th, with events to be rolled out across selected BrewDog venues in the UK. The programme combines expert talks on social fitness with activity-led experiences including shuffleboard, darts quizzes, and beer pong, featuring BrewDog's non-alcoholic beer 'Mello'. This taps into shifting consumer habits among younger adults who seek structured, community-focused socialising as an alternative to traditional late-night drinking.
- West Ham United / Carlton ColeminorBrewDog launched 'Claret & Brew' lager specifically brewed for West Ham United supporters in collaboration with the club and former player Carlton Cole. First availability at London Stadium match against Liverpool, targeting the club's passionate supporter base.
- Beyond MeatminorBrewDog partnered with Beyond Meat to reintroduce the Beyond Burger at 54 UK BrewDog bar locations. This partnership targets consumers seeking plant-based dining options alongside craft beer, expanding the food offering beyond traditional bar fare.
- SSP (Selective Sound Partners)minorSSP operates the BrewDog bar at Amsterdam Centraal Station, positioning BrewDog as a commuter and traveller-focused venue with a fully stocked beer fridge for train beers on the go.
Scale indicators15 records
Recent moves7 records
Expansion highlights5 records
BrewDog competitors and assessment
Company assessmentDirect peers
- Beavertown Brewery: London craft brewery owned by Heineken; closely comparable to BrewDog in UK craft beer positioning, brand-led marketing, on-trade focus, and product range across core IPAs and lagers.
- Camden Town Brewery: London-based craft brewery acquired by AB InBev; one of BrewDog's closest UK craft competitors with similar bar/brewpub presence and London-centric brand identity targeting the same millennial craft beer consumer.
- Cloudwater Brew Co. Manchester-based craft brewery with similar focus on innovative, hop-forward beers and taproom/brewpub operations; directly comparable as an independent UK craft peer competing for similar on-trade and retail customers.
- Stone Brewing: US craft brewery known for bold IPAs and aggressive marketing; comparable to BrewDog in brand positioning, product style, and craft beer market disruption ethos; relevant given BrewDog's US operations now under Tilray.
- Sierra Nevada Brewing Co. Large US craft brewery with multi-state brewing, distribution, and taproom operations; comparable to BrewDog in scale ambition, distribution breadth, and portfolio diversification into non-beer beverages.
- Lagunitas Brewing Company: California craft brewer acquired by Heineken; comparable to BrewDog in craft-to-mainstream transition, US-UK market exposure, and brand-led marketing; relevant given overlap with the American craft portfolio now distributed through BrewDog UK bars.
Broad incumbents
- Heineken: Global brewing giant that owns Beavertown, Lagunitas, and other craft brands; competes with BrewDog across UK and international beer markets and has the scale to push back against craft challenger brands.
- Carlsberg Group: Global brewer recently partnered with Tilray for US production and distribution of BrewDog/Tilray beverages; a major incumbent competing across UK, European, and Asian craft and mainstream beer markets.
- AB InBev: World's largest brewer, owner of Camden Town Brewery; competes with BrewDog in UK craft beer through acquired craft brands and dominates mainstream beer retail shelves where BrewDog's portfolio competes.
Others
- Tilray Brands: Parent company of BrewDog post-March 2026 acquisition; a strategic acquirer and operator of beverage brands pivoting from cannabis to a diversified CPG platform that includes BrewDog, SweetWater, 10 Barrel, and Hi*Ball Energy.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat4 records
Key risks7 records
Key highlights6 records
Customer concentration
BrewDog social profiles
Digital presenceBrewDog financial estimates
Financial estimateRevenue estimate
Valuation estimate
BrewDog leadership team
Management profileNumber of profiles
BrewDog subsidiaries and ownership
Company hierarchySubsidiaries2 records
BrewDog funding detail
Funding detailFunding overview
Funding rounds14 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
BrewDog M&A and investment
M&A and investmentM&A1 record
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about BrewDog
What does BrewDog do?
BrewDog is a Scottish craft beer manufacturer and hospitality operator producing and selling canned/bottled/draught craft beers, ready-to-drink cocktails, non-alcoholic beer, and energy water through owned bars, international franchise bars, grocery retail, and direct-to-consumer e-commerce. The company also operates craft beer hotels (DogHouse) and franchise bar licensing across 15 countries, with a 100+ SKU portfolio anchored by its flagship Punk IPA and extended through Wonderland RTD cocktails and the newly integrated American craft beer portfolio from Tilray.
Is BrewDog a public or private company?
BrewDog is a private company. It is classified as corporate owned and is currently acquired.
When was BrewDog founded?
BrewDog was founded in 2007. It employs 1,001 to 5,000 people.
Where is BrewDog based?
BrewDog is headquartered in Ellon, United Kingdom, in the Europe region.
How does BrewDog make money?
Eight revenue lines are on record. Beer Sales (Off-Trade/Retail) is the primary driver. The others are brewDog Bar Network (On-Trade), direct-to-Consumer E-Commerce, franchise Bar Network, RTD Cocktails (Wonderland), hi*Ball Energy Water, merchandise and Branded Goods and events and Sponsorship.
Who are BrewDog's main competitors?
Direct peers on record are Beavertown Brewery, Camden Town Brewery, Cloudwater Brew Co., Stone Brewing, Sierra Nevada Brewing Co. and Lagunitas Brewing Company. Broad incumbents are Heineken, Carlsberg Group and AB InBev. Tilray Brands is listed as an others.
Does BrewDog have an API?
No public API is recorded for BrewDog.
What industry is BrewDog in?
BrewDog's product category is Craft Beer. Its primary akta.pro industry code is THAFALAC, Microbreweries & Craft Breweries, with a secondary code of CRADAIAA, Beer Brewing & Brands. Its NAICS code is 31212 and its SIC code is 2082.