Tilray Leverages Craft Beer Portfolio for Major US Sports Weekend

Tilray US88688T1007

In a strategic marketing push timed for one of America's biggest sporting events, Tilray Brands, Inc. is launching a nationwide promotional campaign across its U.S. craft beer taprooms. The initiative, announced today and set for February 8, aims to capture consumer spending on a day historically known for high retail food and beverage sales.

The company will run concurrent promotions at taprooms spanning several states, including New York, Georgia, Colorado, Michigan, Idaho, and Oregon. The campaign focuses on group-friendly, game-day offers such as discounted beer packages and combined food-and-beverage bundles.

Participating brands and locations include SweetWater, Montauk, Breckenridge, Blue Point, 10 Barrel, Hop Valley, Terrapin, and Atwater. Specific regional offers illustrate the campaign's scope:
* In Atlanta, SweetWater is promoting to-go deals that bundle meals with six-packs.
* Terrapin in Athens will extend its operating hours and offer pints at half-price during the game broadcast.
* Michigan's Atwater brand is advertising a "Super 60 Deal" priced at $60.

Campaign Follows Strong Quarterly Financial Results

This sales drive comes on the heels of Tilray's financial report for the second quarter of fiscal 2026, released in early January. The company posted a record quarterly net revenue of $218 million. Segment performance showed significant growth, with international medical cannabis revenue increasing by 36% and Canadian recreational cannabis revenue growing by 6%.

Furthermore, Tilray announced it has returned to a net cash position and reaffirmed its full-year guidance for adjusted EBITDA.

European Medical Cannabis Expansion Continues Separately

Alongside its U.S. beverage strategy, Tilray continues to advance its European medical cannabis operations. In January, the company launched Tilray Medical Italia through a partnership with the Italian pharmaceutical firm Molteni Farmaceutici.

Investors can expect the next financial update in early April; the company has indicated April 8 as the anticipated release date. That report is likely to provide fresh insights into the performance trajectories of both the beverages and cannabis divisions in the current fiscal year.