BrewDog is launching 24 American craft beers across its UK bars and online store, as new parent company Tilray Brands takes aim at expanding its US beer portfolio into its channels.

The brewer said the new line-up will initially be available exclusively through BrewDog, with beers launching across its UK bar estate from this week and direct to consumers through BrewDog.com.

It marks the first stage of a wider European push for Tilray’s American craft beer brands, with plans to roll the portfolio out further across UK grocery and hospitality over time.

BrewDog said the launch also expands its own offer beyond its core brewed portfolio, with the long-term ambition of eventually brewing some of the US craft brands at its Ellon site in Scotland.

The range includes beers from SweetWater Brewing Company, Montauk Brewing Co, 10 Barrel Brewing Co, Shock Top, Terrapin Beer Co, Blue Point Brewing Co, Green Flash Brewing Co, Alpine Beer Company and Runner’s High Brewing Company.

The beers will be available primarily on draught in BrewDog bars, with the first products arriving directly from US breweries today, 11 June.

Tilray Brands president international Rajnish Ohri said the launch was a “major milestone” in the company’s global drinks strategy.

“We are bringing some of the most widely known American craft beers in the US to new consumers internationally through a powerful retail and distribution platform,” he said.

“This is just the beginning. We see significant long-term opportunity to continue expanding our craft beverage portfolio globally across beer, spirits, non-alcoholic beverages and ready-to-drink categories as we build a scaled international beverage business.”

The portfolio includes SweetWater’s 420 Extra Pale Ale, G13 Hazy IPA and Goin Coastal Pineapple IPA, alongside 10 Barrel’s Apocalypse West Coast IPA, Money Cat Japanese-style lager and Always Down Double IPA.

Montauk Brewing Co’s Wave Chaser IPA and Summer Ale will also feature, alongside Shock Top Belgian White, Blue Point’s Toasted Lager and Summer Ale, Green Flash West Coast IPA, Alpine’s Nelson IPA and Duet IPA, and Runner’s High Golden Wheat, a non-alcoholic brew.

BrewDog chief commercial officer Lauren Carrol said the brewer had curated the portfolio around brands, styles and flavour profiles it believes will appeal to UK drinkers.

“BrewDog has always championed great craft beer and bold innovation,” she said.

“Bringing these authentic American craft brands to the UK expands choice for consumers, introduces exciting new beer styles and reinforces BrewDog’s role at the centre of craft beer culture.

“With an established distribution network and strong consumer reach, BrewDog is well positioned to scale premium American craft beer brands across the UK.”

Carrol added that the range was designed to appeal both to existing craft beer fans and newer drinkers entering the category.

BrewDog said its own research found more than 50 per cent of beer drinkers considered the new brands either very or somewhat appealing, with stronger interest among 18 to 34-year-olds and existing craft beer consumers.

To support the launch, BrewDog bars will serve curated US beer flights featuring four one-third pint pours for £12.95.

The launch will be supported by in-bar activations tied to major summer sporting moments, including the World Cup, as well as Independence Day celebrations.

Tilray said the UK launch through BrewDog would act as a platform for longer-term international growth, with further expansion expected across the UK and Europe.

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