BrewDog and Tilray Brands Unlock £1 Million Bar Tab for Football Fans Across England, Scotland and Ireland

BrewDog and Tilray Brands will continue bringing football supporters together with watch parties throughout the tournament and will keep the celebration going after the final whistle by kicking off the £1 million bar tab at participating BrewDog pubs beginning July 20, 2026.

Running through September 30, 2026, the bar tab gives fans across England, Scotland and Ireland more reasons to come together, raise a pint and celebrate the game, no matter who lifts the trophy.

This promotion is not affiliated with, sponsored by, endorsed by, or in any way officially connected with any international football governing body, team, federation, league or tournament.

Irwin Simon, Chairman and Chief Executive Officer, 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.”

Watch parties will continue at BrewDog pubs throughout the tournament and the £1 million bar tab celebration will activate across participating venues beginning July 20, 2026, and run through September 30, 2026.

The bar tab is to celebrate and bring ALL football fans together at participating Tilray-owned BrewDog pubs in Scotland, England and Ireland, excluding franchised BrewDog bars.

Fans should rally their crew and be ready to continue celebrating football together.

Beginning July 20, 2026, fans can redeem two free pints per person from the £1 million bar tab through September 30, 2026, via BrewDog’s Treats loyalty platform.

To redeem, fans must be signed up to BrewDog Treats and show their Treats QR code at participating BrewDog pubs; this is separate from the BrewDog Now order-to-table app.

Existing Treats customers will automatically receive the offer in their wallets and can redeem by showing their QR code to their server.

New customers can sign up at brewdog.com/treats and add their Treats QR code to their Apple or Google Wallet; once enrolled, the two free beers will appear in their wallet beginning July 20 and will be redeemable through September 30, 2026, or until the £1 million bar tab runs out.

Redemptions will be available on a first-come, first-served basis while funds and stocks last, subject to participating venue availability and applicable local laws.

From BrewDog pubs across participating markets, the bar tab is built for the kind of match-day energy fans live for - packed pubs, team colours, cold pints, big screens and one massive reason to cheer as BrewDog bars continue building their role as go-to destinations for live sport all summer long.

Beyond football, participating BrewDog bars will continue activating watch parties and big-screen moments around major summer sporting occasions, including auto racing in July and August, major golf tournaments in July, the return of top-fli...