BrewDog Declares Itself the Last Honest Beer Standing, Launches Six New Brews to Prove It
Under new ownership by cannabis-and-alcohol conglomerate Tilray, BrewDog is done apologizing and ready to pick a fight with the rest of the beer aisle. Its new "Choose Craft" campaign pairs transit takeovers and city murals with six new beers and a Tesco-exclusive dare: help us brew the next one.
BrewDog launched a nationwide campaign called "Choose Craft" on October 5, 2026, asserting its position as the U.K.'s leading craft beer and daring drinkers to pick it over the macro-brewed alternatives crowding supermarket shelves. The push follows the brand's very public apology campaign under new ownership by Tilray Brands last month, and this time the tone is confidence rather than contrition.
The campaign spans murals in Manchester and Edinburgh, static and digital ads across the rail and underground network, and a "Scratch to Win" promotion in bars nationwide, backed by six new beer releases: West Coast Session IPA, Palm Break, Hazelnut Heist, Raspberry Ripple New England IPA, Tripple Ripple, and Cloud Engine. A Tesco-exclusive competition will even let shoppers help design BrewDog's next beer, alongside a 10-pound ten-pack of Lost Lager. "Choose Craft moves onto the future with optimism, reminding our fans what we all love about craft beer and looking ahead with confidence," said chief marketing officer John Beasley.
It is a notably different register from the apology campaign that marked BrewDog's early days under Tilray, and it suggests the brand has decided the fastest way out of a trust crisis is to stop talking about the crisis altogether and just out-brew everyone instead.
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Source: Grocery Gazette
Kyle Duford, Founder & Editor, BRNDWIRE. More from Kyle →
