BrewDog has launched its first major marketing campaign under Tilray ownership, backed by £50m of investment and a raft of grocery, convenience and on-trade promotions.

The “Under New Ownership” campaign launches today across out-of-home, digital, print, social and in-store channels, as BrewDog looks to draw a line under its past and rebuild momentum behind brands including Punk IPA, Wingman and Elvis Juice.

The creative includes slogans such as “No More Cunning Stunts. Just Great Beer”, “We’ve Flipped the Bird” and “A Little Less Allegation”, while Tilray is also using the campaign to signal renewed investment in BrewDog’s beers, bars and people.

In grocery, BrewDog is offering four-packs of Punk IPA for £3 for a limited period, supported by in-store media, digital screens and social activity.

Convenience retailers will also be able to access promotional pricing on cases of Punk IPA and Hazy Jane through participating wholesalers from October, with added depot and in-store marketing support.

The campaign extends into the on-trade, where BrewDog is giving operators the chance to win one of up to 1,000 free kegs of Wingman.

Tilray chairman and chief executive Irwin D. Simon said the business had invested almost £50m since acquiring BrewDog across operations, working capital, staff and growth infrastructure.

“This is BrewDog’s first major campaign in a long time and it is only the beginning,” he said.

BrewDog chief growth officer Stuart Harrison added that the business was focused on supporting retail, wholesale and on-trade partners with stronger promotions and greater visibility.

The campaign follows recent expansion under Tilray, including the reopening of 16 BrewDog bars and the introduction of several Tilray-owned US craft beer brands across BrewDog venues.

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