Tilray-owned BrewDog UK sales jump 2.87x for Punk IPA, Hazy Jane amid Choose Craft rollout
TLRY•Punk IPA and Hazy Jane volumes across BrewDog’s top six UK off-trade retailers rose 2.87x year over year during its Choose Craft campaign. New products gained more than 9,000 UK distribution points, and BrewDog added eight on-trade partnerships.
1. Sales and distribution gains
Tilray-owned BrewDog launched its UK-wide Choose Craft campaign to accelerate sales in off-trade and on-trade channels. EPOS data showed Punk IPA and Hazy Jane volumes across its top six UK off-trade retailers rose 2.87x year over year, while new products gained more than 9,000 additional UK distribution points.
2. New partnerships
Eight new on-trade partnerships expanded BrewDog’s exposure across live entertainment, sports, pubs and hotels, including deals with Underbelly and Leicester Tigers.
