The multinational beer giant has announced a £1 million bar tab that will be unlocked if any of the three countries reach the World Cup finals. BrewDog, founded in Scotland in 2007, promises to give away free pints to soccer supporters if England, Scotland and the United States reach the final. This promotion will apply from July 20th, the day after the finals.
The deal is open to anyone who turns up at a participating BrewDog bar or pub wearing an England, Scotland or USA team shirt, with each fan entitled to claim up to two free pints. The announcement comes as the World Cup continues to drive “record attendances” across the brand’s bar facilities, with venues becoming “high-energy destinations” for fans.
“A great bar has always been a place where fans gather to enjoy the game, have great conversation and enjoy a beer or two,” said Irwin Simon, Chairman and CEO of Tilray Brands.
Simon added that if any of the three countries reach the final, “we stand ready to support fans to celebrate together across our participating bars and brewpubs.”
This promotion comes just months after BrewDog was picked up by US beverage company Tilray Brands.
Hundreds of staff were laid off and dozens of bars closed after BrewDog collapsed earlier this year.
In March, Tilray Brands acquired the company’s UK brewing operations, brands and 11 pubs in a £33m deal.
Administrators confirmed that while 733 jobs were retained as a result of the sale, 484 jobs were lost and 38 bars closed due to being excluded from the relief package.
The promotion is on a first-come, first-served basis and the £1 million fund remains available at participating venues in England, Scotland, Ireland and Las Vegas, as well as selected brewpubs in the US.
Participating BrewDog bars will also host big-screen events featuring tennis and motor racing throughout the summer.
