BrewDog owner strikes deal with Edinburgh Fringe – Daily Business

BrewDog has deals with top live events

BrewDog, the Scottish brewer that was acquired by a US consumer company in March, is proving there is life in the old dog after its new owner signed a deal with the Edinburgh Fringe.

Tilray Brands, which bought the collapsed Aberdeenshire brewer out of administration for a cut-price £33 million, has announced a 12-month partnership with Underbelly to support key festivals and venues in its portfolio.

The deal, which has scope to extend beyond the initial agreement, will also see BrewDog take over as the official beer supplier at Christmas in Trafalgar Square, SKATE at Leicester Square and permanent live venue, Underbelly Boulevard Soho.

In Edinburgh there will be a full branded BrewDog bar at Bristo Square, as well as all other bars within the venue.

Stuart Harrison, chief sales officer at BrewDog, said: “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.

“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.

“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.

“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.”

Charlie Wood, director of Underbelly, said: “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.”

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