BrewDog's new owner Tilray pledges £50m investment, asks for 'second chance'

BrewDog's new owner has urged drinkers to give the ailing brand "a second chance" as it invests more than £50 million in improving the company's beers, pubs and working conditions, according to a report by The Guardian.

US cannabis and drinks company Tilray bought BrewDog for £33 million in March this year, after the Scottish brewer collapsed into administration following five years of losses and a series of controversies relating to the treatment of workers under founder James Watt.

Tilray's investment plan is intended to help turn around BrewDog's fortunes after a difficult period for the once-fast-growing craft beer brand, which built its early reputation on an irreverent marketing style before facing scrutiny over workplace culture and financial struggles in more recent years.

The new ownership has framed its approach as a broad effort to revamp the business, spanning improvements to the beer itself, upgrades to BrewDog's network of pubs, and changes to working conditions for staff — an area that drew significant criticism during the tenure of the brand's founder.

The acquisition by Tilray reflects a broader trend of established beverage companies moving into or expanding within the alcohol and adjacent consumer sectors. Whether the £50 million investment will be sufficient to restore BrewDog's commercial performance and public image remains to be seen as the turnaround effort gets underway.