Tilray Brands paid £33 million for BrewDog's intellectual property, brewery, and UK bars in March, aiming to reverse the craft brewer's decline by attracting more women and cutting prices.

BrewDog, once a UK craft beer pioneer, collapsed after overexpansion, reporting a £36.7 million loss in 2024 and closing 38 bars, costing 484 jobs. Its crowdfunding investors lost £75 million. Tilray, a cannabis company, plans to sell rival beers like Guinness in BrewDog's remaining bars and expand into India and China.

Chief Executive Irwin Simon dismissed health concerns about moderate drinking, advocating beer's social benefits. He aims to lower prices to appeal to young men and increase female consumption, reducing BrewDog's 100-plus drink variations. Tilray's scale could lower supplier costs, but industry margins are thin due to high taxes and energy costs, exacerbated by the Iran conflict.