BrewDog is to open a £1 million bar tab if England, Scotland or the United States reaches the FIFA World Cup final.
The Scottish brewer said the tab would become available from 20 July, the day after the final, allowing supporters to continue celebrating regardless of whether their team wins or loses.
Fans wearing an eligible national team shirt will be able to claim up to two free pints on a first-come, first-served basis at participating BrewDog bars while the £1 million fund lasts.
Tilray chairman and chief executive officer Irwin Simon said: “Sport has an extraordinary ability to unite people across communities, cultures and nations through moments of pride and shared celebration, and great bars have always been places where fans come together to enjoy the match, share great conversations and raise a beer or two.”
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“If England, Scotland or the United States reaches the final on football’s biggest world stage, we are ready to help fans celebrate together across our participating bars and brewpubs.”
The promotion follows BrewDog announcing a record fan turnout and double-digit sales growth across its UK bar estate during this summer’s World Cup tournament.
The company added that participating venues will also host watch parties and screenings for a range of sporting events throughout the summer, including motor racing, golf, football and tennis.
Speaking to Retail Gazette earlier this year, Simon said Tilray’s acquisition of the Scottish brewer aims to create a “more agile, focused BrewDog, one that’s built for sustainable, profitable growth over the long term”.
The company said it plans to build Brewdog into a global craft platform worth around $500 million in revenue.
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