Tilray Brands Inc. (Nasdaq: TLRY) (TSX: TLRY) is leaning even further into its alcoholic beverage side, striking a pair of new deals this week.
Tilray agreed to acquire four craft beer breweries from Molson Coors Beverage Co., including: Hop Valley Brewing Company, Terrapin Beer Co., Revolver Brewing, and Atwater Brewery. Financial terms were not disclosed.
The company expects the acquisition to grow its annual beer volume by 15 million cases and cement its position as the top craft brewer in the Pacific Northwest and Georgia. The company projects the deal will expand its new beer accounts by 30%.
“We are confident in our ability to drive revenue, generate cost synergies, and expand national distribution reinforcing our leadership position in craft beer resulting in tremendous growth opportunities for our global beverage business,” CEO and Chairman Irwin D. Simon said in a statement.
The move comes as Tilray continues to diversify beyond its core cannabis business. Last year, the company acquired several beer brands from Anheuser-Busch InBev, including Blue Point Brewing and Shock Top, in an all-cash deal.
Recent financials suggest the lean toward alcohol is paying off. In the fourth quarter ending May 31, alcoholic beverage revenue surpassed cannabis revenue, reaching C$76.7 million versus C$71.9 million for cannabis. Alcohol sales surged 137%, while cannabis sales grew by 12%.
For the full-year results, alcoholic beverage sales more than doubled, up 113% to C$202.1 million. In comparison, cannabis revenue grew 24% to C$272.8 million for the year.
The acquisition is expected to close by the end of August, according to Tilray.
“Last fall we set a clear portfolio premiumization ambition, and achieving it is going to require tighter focus on the segments we believe have the highest growth potential for our business,” Michelle St. Jacques, chief commercial officer at Molson Coors, said in the release.
“While we love these craft breweries and the people behind them, this move allows us to do exactly that – focus our time, energy and resources behind the initiatives we believe will best help us meaningfully grow our U.S. above premium portfolio in beer and beyond beer.”
Shock Top to sponsor college sports
In a separate announcement Wednesday, Tilray subsidiary Shock Top announced a partnership with the University of Florida Athletic Department, becoming the first craft beer sponsor of Gator Athletics. The deal includes the release of a co-branded Shock Top beer and presence at various Florida Gators sporting events.
“Connecting with fans on game days and tailgates is a crucial aspect of our strategy, and the passionate fan base of the Gators provides the ideal platform for us to do just that,” Prinz Pinakatt, Tilray Beverages’ chief marketing officer, said in a statement.
The partnership will begin with the 2024 football season, featuring a special edition co-branded Shock Top craft brew for Gator fans. The beer will be available on shelves across Florida in time for the first game day and will be featured at Gator Fan Fests.
The deal extends beyond football, with Shock Top also planning to have a presence at the Stephen C. O’Connell Center during basketball season and the Condron Family Ballpark for baseball games.