Tilray Brands Expands Beverage Offerings with BrewDog Acquisition
Irwin Simon, who initially gained recognition for creating a successful herbal tea company, is now broadening his beer portfolio. His company, Tilray Brands, has acquired the British brewery BrewDog for $53 million, a significant drop from its earlier valuation of $2 billion.
This acquisition is part of Simon’s ongoing strategy to revitalize brands. For several years, he managed companies like Celestial Seasonings at the Hein Celestial Group before shifting focus to cannabis, beer, and wellness products.
“At Hayne, I took over brands that were struggling and brought them back to life,” Simon mentioned, emphasizing the importance of a dedicated team willing to invest in the brand while moving beyond previous challenges.
BrewDog has positioned itself as a maverick in the craft beer industry, aiming to disrupt the conventional brewing landscape in England. However, it faced challenges—particularly due to ambitious expansion efforts. Simon pointed out that BrewDog has launched breweries and pubs across several countries, including England, Ireland, Scotland, Australia, and the U.S., with notable sites such as a flagship pub in Las Vegas and multiple locations in Ohio.
Before purchasing BrewDog, Tilray was already recognized as the fourth-largest craft beer producer in the United States by sales, according to the Brewers Association.
Simon’s vision includes introducing BrewDog’s offerings to a younger audience, specifically targeting millennials and Gen Z. Plans are set to feature BrewDog drinks at pop-up locations in East Hampton, specifically the Maidstone Hotel and the Lobster Roll, which is part of Simon’s family portfolio.
Beer selections are also expected at popular eateries in New York City, including Scarpetta and Barroom, as well as a new venue called Barroom Beach in Montauk, which will also house a hotel, restaurant, marina, and beach club.
Tilray’s strategy involves distributing craft beers, including those from Montauk Brewing Company, to BrewDog locations both in the U.S. and Europe.
“We’re thrilled to take Montauk Brewing global. Collaborating with our partners will make this much easier,” Simon remarked.
Simon expressed optimism about the recent sentiment towards American products, referencing a rise in anti-American feelings abroad linked to former President Trump’s policies.
“This deal is thrilling, and there’s significant work ahead to ground the brand in the U.K.,” he stated, highlighting the potential for events and sponsorships in Las Vegas, where the new flagship will serve as both an event venue and a showcase for Tilray’s craft beers.
Philip Chow Relocates to New Flagship Location
Philip Chow, a popular dining spot known for attracting celebrities like Rihanna and Jay-Z, has moved from its longtime home on East 60th Street to a new flagship location at 10 East 52nd Street.
The restaurant’s opening on March 27 aligns with its 20th anniversary celebration.
This 7,500-square-foot space features a private dining area in a basement wine cellar and a dedicated entrance for celebrity guests. The bustling atmosphere is highly anticipated, especially after the previous location closed in July 2025.
Menu items are designed for social media appeal, featuring dishes like green shrimp, salt-and-pepper lobster, and tableside flambéed cotton candy.
The establishment showcases an elegant design with abundant gold accents, plush fabrics, and a striking brass staircase. The first floor includes a bar and dining area, while the upper level offers an open space for events such as cocktail receptions and brand activations.
CEO Abraham Merchant mentioned that the wine cellar will hold 300 bottles and accommodate private dining for up to 20 guests. A concierge program called NĐHào will ensure prompt reservations for last-minute diners.
With a capacity for up to 185 guests and the ability to host dinner parties for 100 on the second floor, the restaurant aims to offer a vibrant and welcoming atmosphere for all patrons.
Currently, there are five Philip Chow locations, including those in New York, Washington D.C., Nashville, and Kuwait City.
Merchant attributes the restaurant’s ongoing success to consistent quality and staff dedication, with many employees having been part of the team for over a decade.
“The combination of great food, energy, and personalized service has always been our formula for success,” he noted.
