{"id":958029,"date":"2026-05-05T07:06:03","date_gmt":"2026-05-05T11:06:03","guid":{"rendered":"https:\/\/www.marketnewsdesk.com\/index.php\/brewdog-announces-partnership-with-underbelly-as-official-beer-supplier-of-underbelly-at-the-edinburgh-fringe\/"},"modified":"2026-05-05T07:06:03","modified_gmt":"2026-05-05T11:06:03","slug":"brewdog-announces-partnership-with-underbelly-as-official-beer-supplier-of-underbelly-at-the-edinburgh-fringe","status":"publish","type":"post","link":"https:\/\/www.marketnewsdesk.com\/index.php\/brewdog-announces-partnership-with-underbelly-as-official-beer-supplier-of-underbelly-at-the-edinburgh-fringe\/","title":{"rendered":"BrewDog Announces Partnership with Underbelly as Official Beer Supplier of Underbelly at the Edinburgh Fringe"},"content":{"rendered":"

\nThe 12-month Deal Also Includes Seasonal Festival Support in London and a Permanent Live Venue
\n<\/h2>\n
\n

\n

ELLON, Scotland, May 05, 2026 (GLOBE NEWSWIRE) — Scottish Brewer, BrewDog<\/strong><\/a>, <\/strong>by\u202fTilray Brands, Inc.<\/u><\/strong><\/a>\u202f(NASDAQ: TLRY; TSX: TLRY), today announced a 12-month partnership with Underbelly<\/strong><\/a> to support key festivals and venues in its portfolio.<\/p>\n

The deal, which has scope to extend beyond the initial agreement, will see BrewDog take over as the official beer supplier at Christmas in Trafalgar Square, SKATE at Leicester Square and permanent live venue, Underbelly Boulevard Soho, in addition to Underbelly at The Edinburgh Fringe.<\/p>\n

Starting immediately, taps at Underbelly Boulevard Soho, which hosts award-winning UK live performances, have been switched over to BrewDog favourites, including Lost Lager, Wingman, Cold Beer, and Punk AF, with Underbelly at The Edinburgh Fringe Festival activation taking place throughout August.<\/p>\n

With Underbelly at the Edinburgh Fringe a highlight of the month-long festival, visitors will be able to grab a pint of their favourite BrewDog beer, whilst enjoying the best circus, comedy, theatre, cabaret, and music, in the heart of Edinburgh. Activation will include a full branded BrewDog bar at Bristo Square, as well as all other bars within the venue serving BrewDog lagers and alcohol-free options on draught, in addition to some of its iconic craft beers in cans.<\/p>\n

Stuart Harrison, Chief Sales Officer at BrewDog comments: \u201cThe Edinburgh Fringe is one of the most iconic events to take place in Scotland and as a Scottish-based brewer, we\u2019re delighted to play a role in this year\u2019s festival. With fantastic shows and entertainment available all over the city, we\u2019re ready to embrace the festivities and excited to bring a bit of BrewDog passion to visitors through our incredible bar activations and beer offering with Underbelly.\u201d<\/p>\n

Harrison added, \u201cNot only that, but our partnership also gives us access to one of the newest and most exciting live venues in Underbelly Boulevard Soho, as well as two buzzing festive markets in central London. With visitors attending these events from all over the world, it delivers an opportunity for us to drive further awareness and trial of our headline beers to new and existing fans. We\u2019re eager to see this year\u2019s events come together and hope that it will lead to a long and fruitful relationship with Underbelly.\u201d<\/p>\n

Charlie Wood, Director of Underbelly, comments: \u201cAs BrewDog embarks on a new chapter as part of Tilray Brands,\u00a0we\u2019re excited to be partnering with them across our portfolio of festivals, live events, and venues. The BrewDog team join\u00a0Underbelly in our passion for live entertainment and our commitment to investing in the events that bring people together to enjoy what only live experiences can deliver. This is especially true in BrewDog\u2019s home nation of Scotland, and we\u2019re thrilled to bring the iconic BrewDog product line-up to our Edinburgh Fringe customers this summer.\u201d<\/p>\n

The partnership will be supported by a full social media plan to drive awareness and traffic to these exciting venues and events throughout the year.<\/p>\n

\n About BrewDog<\/strong>
\n
\n
\n BrewDog<\/u>
\n <\/a> has always had one mission: making people as passionate about great beer as we are.<\/p>\n

From iconic classics like\u00a0Punk IPA<\/strong>, to crowd-pleasers like\u00a0Lost Lager<\/strong>\u00a0and\u00a0Wingman<\/strong>, to boundary-pushing innovations like\u00a0NanoDog<\/strong>, BrewDog has been brewing bold, distinctive beers since 2007.<\/p>\n

Born in Scotland and built by a passionate community of beer lovers, BrewDog has grown into one of the world\u2019s most recognizable craft beer brands, with a global presence spanning breweries, bars, and distribution across multiple international markets.<\/p>\n

BrewDog\u2019s future will continue to be shaped by the three things that matter most:\u00a0People, Planet and Beer.<\/strong><\/p>\n

For more information, visit www.brewdog.com or follow @BrewDog on social media.<\/p>\n

\n About Underbelly Ltd<\/strong>\n <\/p>\n

Underbelly is a UK-based live entertainment company founded in 2000 by Ed Bartlam and Charlie Wood.\u00a0<\/p>\n

Underbelly, alongside ATG Productions, is the lead and originating producer of the Olivier Award winning\u00a0Cabaret at the Kit Kat Club. Other recent productions include\u00a0Macbeth\u00a0alongside Wessex Grove starring Ralph Fiennes and Indira Varma, The McOnie Company\u2019s\u00a0Nutcracker\u00a0at the Tuff Nutt Jazz Club\u00a0at Southbank Centre,\u00a0Cabaret Royale\u00a0at the Gaillard Center in Charleston,\u00a0Tweedy\u2019s Massive\u00a0Circus\u00a0on a UK-wide tour starting at The RSC in Stratford-upon-Avon in 2024 and the\u00a020th\u00a0anniversary of\u00a0La Clique\u00a0in Edinburgh and London.<\/p>\n

Current live Events include\u00a0Christmas in Leicester Square\u00a0and\u00a0Underbelly Festival. Underbelly Boulevard Soho their first permanent venue, opened in 2023 in the heart of Soho presenting and producing\u00a0an outstanding variety of cabaret, comedy, circus, music and theatre. One of the largest producers at the Edinburgh Festival Fringe, Underbelly is proud to have previously presented\u00a0Fleabag\u00a0in 2013,\u00a0Six\u00a0in 2018, Rob Madge\u2019s\u00a0My Son\u2019s a Queer,\u00a0(But What Can You Do?)\u00a0in 2022 and\u00a0Kathy & Stella Solve a\u00a0Murder\u00a0in 2023.<\/p>\n

\n About Tilray Brands<\/strong>\u00a0
Tilray Brands, Inc. (\u201cTilray\u201d) (Nasdaq: TLRY; TSX: TLRY), is a leading global lifestyle and consumer packaged goods company with operations in Canada, the United States, Europe, Australia and Latin America that is leading as a transformative force at the nexus of cannabis, beverage, wellness, and entertainment elevating lives through moments of connection. Tilray\u2019s mission is to be a leading premium lifestyle company with a house of brands and innovative products that inspire joy and create memorable experiences. Tilray\u2019s unprecedented platform supports over 40 brands in over 20 countries, including comprehensive cannabis offerings, hemp-based\u00a0foods,\u00a0and craft beverages.\u00a0<\/p>\n

For more information on how we are elevating lives through moments of connection, visit\u202fTilray.com<\/u><\/a>\u202fand follow @Tilray on all social platforms.\u00a0<\/p>\n

\n Forward-Looking Statements<\/strong>
\n \n <\/p>\n

Certain statements in this communication that are not historical facts constitute forward-looking information or forward-looking statements (together, \u201cforward-looking statements\u201d) under Canadian and U.S. securities laws and within the meaning of Section 27A of the Securities Act of 1933, as amended, and Section 21E of the Securities Exchange Act of 1934, as amended, that are intended to be subject to the \u201csafe harbor\u201d created by those sections and other applicable laws. Forward-looking statements can be identified by words such as \u201cforecast,\u201d \u201cfuture,\u201d \u201cshould,\u201d \u201ccould,\u201d \u201cenable,\u201d \u201cpotential,\u201d \u201ccontemplate,\u201d \u201cbelieve,\u201d \u201canticipate,\u201d \u201cestimate,\u201d \u201cplan,\u201d \u201cexpect,\u201d \u201cintend,\u201d \u201cmay,\u201d \u201cproject,\u201d \u201cwill,\u201d \u201cwould\u201d and the negative of these terms or similar expressions, although not all forward-looking statements contain these identifying words. Certain material factors, estimates, goals, projections, or assumptions were used in drawing the conclusions contained in the forward-looking statements throughout this communication. Forward-looking statements include statements regarding our intentions, beliefs, projections, outlook, analyses, or current expectations. Many factors could cause actual results, performance, or achievement to be materially different from any forward-looking statements, and other risks and uncertainties not presently known to the Company or that the Company deems immaterial could also cause actual results or events to differ materially from those expressed in the forward-looking statements contained herein. For a more detailed discussion of these risks and other factors, see the most recently filed annual information form of Tilray and the Annual Report on Form 10-K (and other periodic reports filed with the SEC) of Tilray made with the SEC and available on EDGAR. The forward-looking statements included in this communication are made as of the date of this communication and the Company does not undertake any obligation to publicly update such forward-looking statements to reflect new information, subsequent events, or otherwise unless required by applicable securities laws.<\/p>\n

\n Tilray Brands Contacts:<\/strong>
\n
Media\u00a0
news@tilray.com<\/u><\/a><\/p>\n

Investor Relations\u00a0
investors@tilray.com<\/u><\/a><\/p>\n

A photo accompanying this announcement is available at https:\/\/www.globenewswire.com\/NewsRoom\/AttachmentNg\/dc1f57dc-8a83-444e-8722-08f858c451af<\/a><\/p>\n

\"\"
\n
\n \"\"\n <\/div>\n

<\/div>\n","protected":false},"excerpt":{"rendered":"

The 12-month Deal Also Includes Seasonal Festival Support in London and a Permanent Live Venue ELLON, Scotland, May 05, 2026 (GLOBE NEWSWIRE) — Scottish Brewer, BrewDog, by\u202fTilray Brands, Inc.\u202f(NASDAQ: TLRY; TSX: TLRY), today announced a 12-month partnership with Underbelly to support key festivals and venues in its portfolio. The deal, which has scope to extend beyond the initial agreement, will see BrewDog take over as the official beer supplier at Christmas in Trafalgar Square, SKATE at Leicester Square and permanent live venue, Underbelly Boulevard Soho, in addition to Underbelly at The Edinburgh Fringe. Starting immediately, taps at Underbelly Boulevard Soho, which hosts award-winning UK live performances, have been switched over to BrewDog favourites, including Lost Lager, Wingman, Cold Beer, and … <\/p>\n

Continue reading “BrewDog Announces Partnership with Underbelly as Official Beer Supplier of Underbelly at the Edinburgh Fringe”<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[],"tags":[],"class_list":["post-958029","post","type-post","status-publish","format-standard","hentry"],"yoast_head":"\nBrewDog Announces Partnership with Underbelly as Official Beer Supplier of Underbelly at the Edinburgh Fringe - Market Newsdesk<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.marketnewsdesk.com\/index.php\/brewdog-announces-partnership-with-underbelly-as-official-beer-supplier-of-underbelly-at-the-edinburgh-fringe\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"BrewDog Announces Partnership with Underbelly as Official Beer Supplier of Underbelly at the Edinburgh Fringe - Market Newsdesk\" \/>\n<meta property=\"og:description\" content=\"The 12-month Deal Also Includes Seasonal Festival Support in London and a Permanent Live Venue ELLON, Scotland, May 05, 2026 (GLOBE NEWSWIRE) — Scottish Brewer, BrewDog, by\u202fTilray Brands, Inc.\u202f(NASDAQ: TLRY; TSX: TLRY), today announced a 12-month partnership with Underbelly to support key festivals and venues in its portfolio. The deal, which has scope to extend beyond the initial agreement, will see BrewDog take over as the official beer supplier at Christmas in Trafalgar Square, SKATE at Leicester Square and permanent live venue, Underbelly Boulevard Soho, in addition to Underbelly at The Edinburgh Fringe. 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The deal, which has scope to extend beyond the initial agreement, will see BrewDog take over as the official beer supplier at Christmas in Trafalgar Square, SKATE at Leicester Square and permanent live venue, Underbelly Boulevard Soho, in addition to Underbelly at The Edinburgh Fringe. 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