BrewDog names festival beer partner

BrewDog has landed a festival-and-venue pouring rights deal that is bigger than the Edinburgh Fringe headline makes it sound. The brewer is now the official beer supplier for Underbelly’s Fringe operation, but also for London seasonal events and a permanent Soho venue. That matters because these partnerships are not just logo placements — they are guaranteed taps, branded bars, and a lot of trial from people who did not walk in planning to order BrewDog. (ir.tilray.com) ### What actually got signed? BrewDog and Underbelly agreed a 12-month partnership announced on May 5, 2026. Underbelly runs live entertainment venues and festival sites, and the deal makes BrewDog the official beer supplier across a chunk of that footprint, with room to extend beyond the first year. (ir.tilray.com)are included? The obvious one is Underbelly at the Edinburgh Fringe. But the package also includes Christmas in Trafalgar Square, SKATE at Leicester Square, and Underbelly Boulevard Soho, the group’s permanent live venue in London. So this is not a one-festival sponsorship — it is a year-round route into both festival crowds and regular theatre traffic. (ir.tilray.com) ### What changes right away? The fastest change is in Soho. Underbelly Boulevard Soho has already switched its taps to BrewDog beers, with Lost Lager, Wingman, Cold Beer and Punk AF named in trade coverage. That is the practical value of the deal — BrewDog is not waiting for August branding opportunities, it is pouring immediately. (talkingretail.com) ### What happens at the Fringe? Underbelly’s Edinburgh Fringe operation runs from July 31 to August 25 this year, and Underbelly says 2025 marks its 25th year at the festival. BrewDog will supply beer across those venues, including a branded bar at Bristo Square mentioned in wider coverage. For a brewer, that is prime ground — huge footfall, repeat visits, and audiences who spend long stretches on site between shows. (underbelly.co.uk) ### Why does Underbelly matter here? Underbelly is not just a promoter renting rooms. It runs festivals, builds and operates bars in-house, and manages food-and-drink operations across its events. That means the beer partner is plugging into a controlled hospitality system, not just buying signage around someone else’s bar. Basically, if Underbelly chooses your brand, the choice can shape what actually gets poured at scale. (underbelly.co.uk) ### Why is BrewDog doing this now? Because festival pours solve two problems at once — volume and visibility. BrewDog gets guaranteed distribution in high-traffic venues, and it gets its brand in front of audiences who may only know the supermarket cans. The catch is that BrewDog already has a heavy presence in Edinburgh through its own bars, so this deal is less abou(underbelly.co.uk)lse. (brewdog.com) ### Why does Tilray matter? BrewDog is now being described in the announcement as “BrewDog, by Tilray Brands,” which tells you how the company wants the market to read the move. This is a portfolio brand using events to drive on-premise reach. For Tilray, that is useful because beer brands live or die on distribution and habitual ordering, not just retail shelf space. (ir.tilray.com)ship-underbelly-official-beer-supplier)) ### So what is the real takeaway? This is a pouring-rights deal dressed as a festival partnership — and that is why it matters. BrewDog gets a year of taps, bars and branded moments across Edinburgh and London. Underbelly gets a single named beer partner across major sites. If the first year works, the agreement already has scope to run longer. (ir.tilray.com)