Tilray’s BrewDog Secures 12-Month Underbelly Partnership for Edinburgh Fringe and London Events
BrewDog, part of Tilray Brands, signed a 12-month deal to become the official beer supplier at Underbelly’s Edinburgh Fringe, Christmas in Trafalgar Square, SKATE at Leicester Square and permanent venue Underbelly Boulevard Soho. The agreement starts immediately and includes branded bars, draught options and festival activations in London and Edinburgh.
1. Partnership Overview
BrewDog, under Tilray Brands, has entered a 12-month agreement with Underbelly to supply beer at major UK events. The deal designates BrewDog as the official supplier at the Edinburgh Fringe, Christmas in Trafalgar Square, SKATE at Leicester Square and the permanent Underbelly Boulevard Soho venue.
2. Activation Details
Starting immediately, taps at Underbelly Boulevard Soho will pour BrewDog staples including Lost Lager, Wingman, Cold Beer and Punk AF, alongside alcohol-free options. A fully branded BrewDog bar will operate at Bristo Square during August’s Edinburgh Fringe, with canned craft beers available across all venue bars.
3. Strategic Impact
The partnership provides BrewDog with high-profile exposure to international audiences at flagship festivals and central London markets. By showcasing its core and innovative range, BrewDog aims to drive trial, brand awareness and long-term consumer loyalty across key UK regions.
4. Future Prospects
Scope exists to extend the agreement beyond 12 months if performance targets are met, potentially anchoring BrewDog’s presence at Underbelly events long term. Tilray Brands sees this as a platform to elevate its craft beverage division and support global expansion of the BrewDog brand.