A major brewery has declared that a £1 million bar tab will be activated if any of three teams reach the World Cup final. BrewDog, which originated in Scotland in 2007, has pledged complimentary pints for soccer enthusiasts should England, Scotland, or the US advance to the final stage of the tournament. The offer is set to kick off on July 20, following the final match.
Fans sporting an England, Scotland, or USA team jersey can avail themselves of up to two free pints per person at designated BrewDog bars or pubs. The brewery reported a surge in customer turnout during the World Cup, with its establishments transforming into lively hubs for supporters.
Irwin Simon, chairman and CEO of Tilray Brands, expressed that bars have always been spaces for fans to gather, enjoy games, engage in conversations, and share a drink. He affirmed that if any of the three nations make it to the final, celebrations will be organized across the participating bars and brewpubs.
This initiative follows BrewDog’s acquisition by Tilray Brands, an American beverage company, earlier this year. The brewery experienced layoffs and closures after entering administration. Tilray acquired BrewDog’s UK brewing operations, brand, and 11 pubs in a £33 million deal to preserve jobs. However, some jobs were lost, and several bars were shut down.
The offer is subject to availability on a first-come, first-served basis until the £1 million limit is reached at eligible venues in England, Scotland, Ireland, Las Vegas, and select brewpubs in the US. Participating BrewDog bars will also host various big-screen events over the summer, such as tennis and motor racing.