Is Tilray's Brewdog Bet Already Backfiring? Collapsing UK Sales Suggest Yes.

Tilray acquired UK craft brewer Brewdog for approximately $44 million as part of its pivot from marijuana to brand management. However, Brewdog's UK sales have declined 22.5% since the sale process began, with accelerating downward trends. While Tilray selectively acquired only certain Brewdog locations and brands, the weak performance raises concerns about the acquisition's timing and potential challenges during integration.