Introducing Pear Drop Margarita & Fizzy Toffee Apple Martini
BrewDog, by Tilray Brands, Inc., is shaking up the ready-to-drink category with new Wonderland cocktails inspired by nostalgic flavours. Landing in Sainsbury’s and online this month, the launch initially introduces two SKUs: Pear Drop Margarita and Fizzy Toffee Apple Martini
Designed to disrupt a category dominated by classic, predictable serves, Wonderland delivers playful, throwback-inspired flavours reimagined for a modern audience. As part of BrewDog’s commitment to innovation, the range challenges traditional cocktail conventions with bold, flavour-led serves. At 10 % ABV in a convenient 200 ml format, it is built for pre-drinks and spontaneous social occasions.
The launch taps into growing demand for nostalgic flavours, with 76 % of UK consumers attracted to tastes that remind them of the past1. By ‘up-aging’ familiar sweet-shop flavours into premium RTDs, Wonderland brings a clear point of difference to the category.
Alongside the new range, BrewDog is evolving the Wonderland brand with a refreshed creative platform that leans into nostalgia across flavour, visual identity and tone of voice – bringing to life the idea of “Your favourites, all grown up”.
Lauren Carrol, COO at BrewDog, said, “Wonderland is designed to stand apart in an increasingly crowded RTD market. Rather than following the same classic cocktail trends, we’re creating bold flavour experiences inspired by nostalgic sweet-shop favourites that instantly connect with consumers in a fresh and memorable way.”
She continued, “With standout branding, highly recognisable flavour cues and strong social appeal, we believe Wonderland has the potential to drive real excitement, trial and incremental growth within the category.”
The range will be supported with in-store activation in Sainsbury’s, including bold POS and sampling. This will be backed by PR, influencer activity and digital campaigns to build awareness.
Additional Wonderland flavours, including Cherry Bakewell Sour, Rhubarb & Custard Colada and Lemon Sherbet Sling, will launch across ecommerce and wider channels from May, with the existing ‘Classics’ range available until stock lasts.
1Mintel, 2026
Tilray Brands, Inc., a leading global lifestyle and consumer packaged goods company at the forefront of the beverage, cannabis and wellness industries, announced the completion of the acquisition of BrewDog Brewing Australia Pty Ltd., including BrewDog’s Australian brewing and production facility in Brisbane, Queensland, along with a portfolio of owned and franchised BrewDog bars across Australia.
Irwin D. Simon, Chairman and Chief Executive Officer, Tilray Brands, stated, “The acquisition of BrewDog’s profitable Australian brewery operations and flagship bars represents another important milestone in advancing Tilray’s global beverage and consumer products strategy. Australia is a highly attractive craft beer market with a strong beer culture and serves as a strategic gateway to the rapidly growing Asia-Pacific region. Together with our recently announced acquisition of BrewDog’s profitable UK operations, this transaction further expands Tilray’s international brewing footprint and strengthens our scaled global beverage platform. BrewDog’s brewing capabilities, production infrastructure, and hospitality locations in Australia provide a strong operational base to invest in the brand’s next chapter, while also creating a strategic hub to introduce Tilray’s portfolio of leading U.S. beverage brands across the Asia-Pacific region.”
The acquisition includes two owned BrewDog bar locations in Brisbane — DogTap Brisbane and BrewDog Fortitude Valley, as well as three franchised BrewDog locations in Pentridge (Victoria), South Eveleigh (New South Wales), and Perth (Western Australia).
Rajnish Ohri, President, International, Tilray Brands, said, “We’re excited to welcome the BrewDog Australia team to Tilray Brands. They bring strong brewing expertise, experienced local leadership, and a deep connection to the Australian craft beer community. From an operational standpoint, this acquisition gives us a strong foundation in a key market and an important hub for our international beverage and consumer products business. Together with the BrewDog team, we will focus on growing the brand locally while leveraging our brewing, distribution, and commercial capabilities to expand BrewDog across Australia’s national retail chain footprint and introduce Tilray’s broader beverage portfolio across Australia and the Asia-Pacific region, including key markets such as Japan.”
This transaction strengthens Tilray’s global beverage and consumer products platform and advances our strategy to scale internationally. Australia provides a strategic hub to accelerate expansion across the Asia-Pacific region, allowing Tilray to capitalise on the growth of premium and craft beer while introducing its leading U.S. beverage brands into key markets throughout the region.
