BrewDog partners with Underbelly as official beer supplier for Edinburgh Fringe

BrewDog, owned by Tilray Brands Inc. (NASDAQ: TLRY), announced a 12-month partnership with entertainment company Underbelly to serve as the official beer supplier for multiple venues and events.

The agreement covers Christmas in Trafalgar Square, SKATE at Leicester Square, Underbelly Boulevard Soho, and Underbelly at The Edinburgh Fringe Festival. The partnership began immediately at Underbelly Boulevard Soho, with Edinburgh Fringe activation scheduled for August.

At Underbelly Boulevard Soho, taps have been switched to BrewDog products including Lost Lager, Wingman, Cold Beer, and Punk AF. The Edinburgh Fringe activation will feature a branded BrewDog bar at Bristo Square, with all venue bars serving BrewDog lagers and alcohol-free options on draught, plus craft beers in cans.

"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," said Stuart Harrison, Chief Sales Officer at BrewDog.

Charlie Wood, Director of Underbelly, said the company was excited to partner with BrewDog as it operates under Tilray Brands. "The BrewDog team join Underbelly in our passion for live entertainment and our commitment to investing in the events that bring people together," Wood stated.

The partnership includes social media promotion to drive awareness and traffic to the venues and events throughout the year. The agreement has scope to extend beyond the initial 12-month term, according to the announcement.

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