BrewDog's new owner, Tilray, a US cannabis and drinks firm, is urging drinkers to give the struggling brand a "second chance" as it invests over £50 million to enhance the company's beers, pubs, and working conditions. This investment follows Tilray's acquisition of BrewDog for £33 million in March 2023, after the company faced administration due to five years of losses and controversies regarding worker treatment under founder James Watt.
Background
In 2021, some staff accused Watt of fostering a "toxic work culture." He later apologized for his conduct and departed from the company in 2024. Since taking over, Irwin Simon, Tilray's chief executive, has stated that the company is listening to BrewDog's customers and staff, and has already increased pay this year.
Investment Plans
Tilray is working on launching new beers while investing in BrewDog's brewery in Aberdeenshire to improve the quality and reliability of existing products. Simon noted that over £1 million worth of beer that did not meet quality standards had been discarded. He emphasized that Tilray is a long-term investor aiming to grow BrewDog and is considering acquiring additional British craft beers for its portfolio.
