A multinational brewing giant has unveiled a £1million bar tab that will be unlocked should any one of three nations reach the World Cup final. BrewDog, which was founded in Scotland in 2007, has pledged free pints for football supporters should England, Scotland or the USA go all the way to the final. The promotion would come into force from July 20, the day after the final.
The deal is open to anyone who turns up to a participating BrewDog bar or pub wearing an England, Scotland or USA team shirt, with each fan entitled to claim up to two free pints. The announcement arrives as the World Cup continues to drive “record turnout” across the brand’s bar estate, with venues having become “high-energy destinations” for fans.
“Great bars have always been places where fans come together to enjoy the match, share great conversations and raise a beer or two,” said Irwin Simon, chairman and chief executive of Tilray Brands.
Mr Simon added that should any of the three nations reach the final, “we are ready to help fans celebrate together across our participating bars and brewpubs”.
The promotion comes just months after BrewDog was snapped up by Tilray Brands, a US beverages company.
Hundreds of staff were made redundant and dozens of bars shuttered after BrewDog collapsed into administration earlier this year.
In March, Tilray Brands acquired the company’s UK brewing operations, brand and 11 pubs in a £33m transaction.
Administrators confirmed the sale had preserved 733 jobs, though 484 positions were lost and 38 bars shut their doors after being excluded from the rescue package.
The promotion operates on a first-come, first-served basis while the £1m fund remains available at participating venues across England, Scotland, Ireland and Las Vegas, alongside selected brewpubs in the US.
Participating BrewDog bars will also stage big-screen events throughout the summer, featuring tennis and motor racing.