BrewDog, owned by Tilray Brands, reported record fan turnout and double-digit sales growth across its UK bar network during the FIFA World Cup, as supporters turned venues into high-energy destinations. The growth was fueled by packed venues, strong food and beverage sales, and rising demand for premium craft beer experiences that combine live sport, hospitality, and community.

The tournament accelerated demand for Tilray’s American craft beer portfolio across BrewDog’s UK business. Within the first week, consumer favourites including SweetWater Brewing Company, Montauk Brewing Company, and Blue Point Brewing Company sold through their initial inventory allocations in both bars and e-commerce channels, prompting immediate reorders. BrewDog’s own portfolio, led by Punk IPA, remained among the top-selling beers throughout the period.

Key Performance Highlights

Lauren Carrol, Chief Commercial Officer at BrewDog, attributed the success to the convergence of live sports and the strength of the craft beer category. She noted that the demand for American craft beer extends beyond match days, with consumers discovering brands both online and in bars. Carrol added that the tournament reinforced the role of bars as community gathering places where fans create memories and celebrate together.

BrewDog Waterloo, the UK’s largest bar, saw thousands of supporters gather for tournament action, with fans arriving early and staying longer. The venues offered expansive indoor viewing areas, air conditioning, and wall-to-wall match coverage, providing a comfortable environment for fans to beat the heat. As the tournament continues, BrewDog expects sustained momentum across its bar network.

Tilray Medical Germany has launched ARX, its first premium medical cannabis brand developed and cultivated in Germany. The introduction of ARX marks a significant step forward in the quality of medical cannabis available in the country and reflects more than two years of development at the Aphria RX facility in Neumünster. Built through disciplined cultivation practices and deep operational expertise, ARX is grounded in the belief that patients and healthcare professionals require consistent, high-quality products.

ARX combines genetics sourced from the Broken Coast renowned library with cultivation expertise developed through years of premium cannabis production in Canada and executed with German precision. Produced and manufactured at Tilray Medical's Aphria RX facility, the brand is supported by the company's established German infrastructure, including national distribution through CC Pharma and 14U Pharma.

Production Standards and Quality Assurance

ARX is produced under strict EU-GMP standards at the Aphria RX facility in Neumünster. Drawing on Broken Coast's cultivation expertise, the production process is designed to support consistency and product integrity. Individual, climate-controlled grow rooms allow each cultivar to be developed under tailored conditions, while continuous monitoring and real-time adjustments help maintain quality throughout cultivation. Fully integrated, in-house operations reduce handling and delays, helping support product consistency without the need for irradiation.

Strategic Importance and Market Position

Rajnish Ohri, President, International, Tilray Brands, stated: "The launch of ARX marks an important milestone for Tilray in Germany as our first premium medical cannabis brand developed and cultivated in-market. Germany continues to lead the evolution of medical cannabis in Europe, and we are committed to supporting that growth with locally produced, high-quality products that meet the needs of patients and healthcare professionals. With ARX, we are strengthening our position in this critical market while advancing consistency, supply reliability, and long-term patient access."

Brand Portfolio and Availability

Since 2014, Broken Coast has been recognized as one of Canada's original Licensed Producers of medical cannabis and remains a leading producer of premium cannabis products, with deep expertise in strain selection and phenotyping. ARX is now part of Tilray Medical's global portfolio of medical cannabis brands, which includes Tilray Medical, Good Supply, Redecan, and Broken Coast.