BrewDog is giving football fans a reason to keep the celebrations going this summer, with the launch of a £1 million bar tab at participating pubs across Scotland, England and Ireland. The promotion begins on 20 July 2026 and runs until 30 September 2026, or until the bar tab runs out, and is designed to accompany the brand’s watch parties throughout the tournament and beyond.
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Irwin Simon, Chairman and Chief Executive Officer at Tilray Brands, said: “The greatest moments in sport are not defined only by the scoreline or the team that lifts the trophy; they are defined by the people who come together to share them. At Tilray Brands and BrewDog, we believe great brands create experiences that bring fans together, and that is exactly what this celebration is about. Football has an extraordinary way of filling pubs, sparking conversation and turning every match into a shared moment. The £1 million bar tab is our way of keeping that energy alive for fans, giving people more reasons to gather, raise a pint and celebrate the spirit of sport together.”
The offer will allow eligible customers to redeem two free pints per person through BrewDog’s Treats loyalty platform. Existing Treats customers will automatically receive the promotion in their wallets, while new customers can sign up via brewdog.com/treats and add their Treats QR code to Apple or Google Wallet.
BrewDog said the promotion will be available only at participating Tilray-owned BrewDog pubs, excluding franchised bars, and is subject to availability, venue participation and applicable local laws. The company also stressed that the campaign is not affiliated with or endorsed by FIFA or any other international football governing body, team, federation, league or tournament.
