BrewDog, a Scottish brewer owned by Tilray Brands, Inc. (NASDAQ: TLRY), reported double-digit sales growth and record visitor numbers across its UK bar network during FIFA World Cup match days, according to a company press release.

The company said key UK locations are seeing increased food and beverage sales on tournament match days, with fans arriving early and staying for extended periods. BrewDog Waterloo, described as the UK's largest bar, has drawn thousands of supporters during tournament fixtures.

Within the first week of tournament play, Tilray's American craft beer brands — SweetWater Brewing Company, Montauk Brewing Company, and Blue Point Brewing Company — sold through their initial inventory allocations across BrewDog bars and e-commerce channels, prompting reorders. BrewDog's flagship Punk IPA also remained among the top-selling beers during the period.

Lauren Carroll, Chief Commercial Officer of BrewDog, said, "The demand we're seeing for American craft beer extends well beyond match days. SweetWater, Montauk and Blue Point sold through their initial allocations within days, we've already reordered inventory, and consumers continue to discover these brands both online and in our bars."

The company also noted early consumer interest in Tilray's Hi*Ball Energy Drink following its UK launch through BrewDog's retail platform.

BrewDog said it expects sales momentum to continue across its bar network for the duration of the summer tournament.