‘Less allegation’: Brewdog hits out at former owners 

Brewdog’s new owners have sought to distance the company from its founders James Watt and Martin Dickie with a new campaign that pledges the controversial brewer will be “run properly” and attract a “little less allegation”. 

The craft beer firm, which is now owned by US cannabis firm Tilray, has launched a multi-million pound campaign in which it claimed the company will forge a different direction under its new ownership.

Tilray snapped up Brewdog’s brand, intellectual property and some of its pubs for £33m in March after the company collapsed into administration. 

The beer firm was co-founded by Scottish entrepreneurs and schoolmates Watt and Dickie in 2007 and buoyed by an “equity punk” crowdfunding round that catapulted it to a £1bn valuation. 

But the pair were the subject of allegations over the working culture at the business, with a “significant number” of former staff claiming in an open letter that they “suffered mental illness as a result of working at BrewDog” in 2021.

Watt apologised for his “mistakes” and launched an independent review into the business. He later stepped down as chief executive in 2024. Dickie left the business in August last year. Dickie and Watt were contacted for comment.

On Monday, Brewdog launched a publicity campaign pledging that the business will now be “brewed by happy people, run properly, and still fighting the good fight for better beer”. 

One advert made by the beer firm features its “Elvis Juice” IPA alongside the tagline: “A little less allegation”. Another reads: “No more cunning stunts. Just great beer.” 

Tilray piles £50m into Brewdog

A letter to the beer firm’s consumers, published on Monday, said: “It hasn’t been easy and we know not everyone will come along for the ride. But for those that do, our commitment is simple. 

“We’re here to bring more great craft beer to even more people. With sensible work practices, community initiatives and a people-first approach.”

Irwin Simon, chairman and chief executive of Tilray, said: “Brewdog is one of the biggest and most recognised beer brands in the UK and across Europe, and we see tremendous opportunity to re-energise it, strengthen its connection with consumers and build it into an even bigger global business.”

Tilray has invested nearly £50m in Brewdog since acquiring it six months ago. The beer firm added $51m to Tilray’s revenue in its fourth quarter.

Last month, administrators of the remainder of Brewdog revealed that the company’s creditors, including HSBC and HMRC are set to miss out on a total of £208m in debts. 

AlixPartners, the group’s administrators, said that the company’s liquidation was held up by a number of squatters who had “gained access to certain properties” and had to be removed.