BrewDog, owned by Tilray Brands, Inc., has expanded its £1 million bar tab promotion to include Canada after the national team advanced to the next round of the 2026 international men's football tournament. The initiative, initially launched for England, Scotland, and the United States, will now activate if Canada, England, or the United States reaches the final. This expansion aims to celebrate Canada's historic run and allows more fans to participate in the celebration across participating venues.

Irwin Simon, Chairman and Chief Executive Officer of Tilray Brands, emphasized the company's pride in adding Canada to the promotion. He stated that the move captures the energy and pride of fans across the country, providing them with an opportunity to come together, wear their jerseys, and raise a pint. Simon highlighted that if any of the eligible teams reaches the final on football's biggest world stage, the companies are prepared to help fans celebrate at participating BrewDog pubs and Tilray-owned brewpubs.

The £1 million bar tab will open on July 20, the day after the final match, contingent upon one of the eligible teams reaching the final. Fans wearing a Canada, England, or U.S. team jersey can claim up to two free pints per person on a first-come, first-served basis while funds and stocks last. The offer is redeemable at participating Tilray-owned BrewDog pubs in Scotland, England, Ireland, and Las Vegas, excluding franchised BrewDog bars. Additionally, participating Tilray-owned brewpubs include SweetWater Brewing, 10 Barrel Brewing, Blue Point Brewery, Breckenridge Brewery, Montauk Brewing, and Terrapin.

Excluded Locations and Terms

Certain locations are excluded from the promotion due to local laws. Ohio BrewDog bars and Tilray-owned bars in Oregon are not participating. Fans must be of legal drinking age and present valid government-issued ID to redeem the offer. The promotion is not affiliated with, sponsored by, or endorsed by any international football governing body, team, federation, league, or tournament.

Beyond the football tournament, participating BrewDog bars will host watch parties and big-screen events for other major sporting occasions throughout the summer. These events include auto-racing in July and August, major golf tournaments in July, the return of top-flight football in August, and world-class tennis tournaments. The initiative reinforces BrewDog’s position as a destination for watching sporting events.

Tilray Medical, a division of Tilray Brands, Inc., is expanding access to medical cannabis for veterans through its Lyphe for Veterans programme during Armed Forces Weekend in Aldershot on June 27–28, 2026. Lyphe Clinic Ltd., which became part of Tilray Medical in April 2026 following Tilray Brands’ acquisition of Lyphe Group, will host a dedicated stand to engage directly with veterans, service members, and their families. The activation aims to educate the community on the patient journey and the financial support available through the programme, which is designed to remove barriers to regulated clinical assessment.

Lyphe for Veterans Programme Details

Launched in late 2025, the Lyphe for Veterans programme is open to veterans of any nationality aged 18 or over residing in the UK or Channel Islands who can provide proof of veteran status. The initiative covers various costs associated with medical cannabis treatment to facilitate access.

Strategic Expansion and Integration

The participation in Armed Forces Weekend underscores Tilray Medical’s commitment to building a connected healthcare platform in the UK. By integrating Lyphe’s clinic model and digital patient-access capabilities with Tilray’s international distribution network, the company aims to provide consistent and reliable medical cannabis access. The event in Aldershot, home to a significant Armed Forces population, is expected to draw between 20,000 and 40,000 attendees.

Rajnish Ohri, President, International, Tilray Brands, stated that the programme reflects patient-first innovation and reinforces the company’s mission to support veterans with care and discretion. The acquisition of Lyphe Group has established a vertically integrated platform spanning clinical care, dispensing, and pharmaceutical distribution across the region.