Lord's Cricket Ground Terminates BrewDog Beer Deal After US Cannabis Sale
The historic Lord's Cricket Ground in St John's Wood, north-west London, has officially dropped BrewDog as its official beer supplier. This decision follows the Scottish brewery's recent £33 million sale to US cannabis and drinks conglomerate Tilray, a transaction that represents a dramatic devaluation from BrewDog's previous £2 billion valuation.
Premature End to a "First of a Kind" Partnership
Lord's owners, the Marylebone Cricket Club (MCC), had originally hailed the November 2024 agreement as a "first of a kind" partnership that would see BrewDog serve as the ground's official beer supplier for four years. BrewDog CEO James Arrow had enthusiastically described the pairing as "one of the most monumental achievements we could ever hope for our business." However, the arrangement has now been terminated after just one year of operation.
Robert Lawson, chief executive and secretary of the MCC, confirmed the termination in a formal letter to club members. "I am writing to inform you that the MCC Committee has taken the decision to end its contracts with BrewDog, both as an Official Partner of MCC and as the Official Beer Supplier at Lord's," Lawson stated. He explained that "following recent changes to the brewery's business operations, the club believes this is the right step to ensure certainty and continuity ahead of the 2026 season."
Business Turmoil and Investor Fallout
The sale to Tilray has triggered significant upheaval within BrewDog. The company has closed 38 UK bars, resulting in 484 staff members being informed via conference call that they were no longer employed. These dismissed employees have reportedly been directed to claim lost wages through the Insolvency Service, potentially shifting the financial burden to the public purse.
Perhaps most significantly, shares owned by approximately 220,000 "equity punks"—individual investors who contributed around £75 million over seven funding rounds—are now considered practically worthless. This stands in stark contrast to the reported £100 million payday received by co-founders James Watt and Martin Dickie when they sold 22% of the company to US investment firm TSG Partners in 2017.
Assurances and Future Plans for Lord's
Despite the partnership's abrupt end, Lawson emphasized that steps had been taken to ensure "no disruption to service" at Lord's as preparations continue for the summer 2026 season. He confirmed that "ongoing relationships" with real ale providers Adnam's and Thornbridge would continue uninterrupted.
"We are proud that 2025 saw record beer sales at Lord's, reflecting a strong first year of the partnership," Lawson acknowledged. "However, our priority is to guarantee the high-quality matchday experience that Members and visitors rightly expect; to do this, we need certainty from our suppliers." The MCC will now initiate a competitive tender process to appoint a new beer supplier for the coming season and beyond.
BrewDog's Downfall and Leadership Response
BrewDog's millionaire co-founder James Watt, who is married to television personality Georgia Toffolo, recently posted a social media statement expressing contrition over the company's dramatic decline. Describing the previous week as "incredibly hard," Watt wrote: "I am heartbroken for all of the hard working and passionate team members who have lost their jobs. I am heartbroken for all of our brilliant equity punks who did not get the return on their investment they wanted."
Watt, who stepped back from the CEO role in 2024 amid allegations of a toxic workplace culture, acknowledged that with "the benefit of hindsight" the company had expanded too rapidly and diversified too widely. He also admitted he had not responded to public relations crises in a manner that was "authentic and true to who I am."
Industry Criticism and Broader Implications
The manner of BrewDog's staff dismissals has drawn sharp criticism from labor representatives. Bryan Simpson, lead organiser of Unite's hospitality branch, described management conduct as "nothing short of a national disgrace," comparing it to the controversial mass sacking conducted by P&O Ferries in 2022. "A company does not lose 97 per cent of its value in nine years without catastrophic mismanagement," Simpson told the Mail.
Meanwhile, James Brown, former CEO of BrewDog's bars division, suggested government policy should shoulder some responsibility for the company's troubles, citing increased National Insurance contributions and other regulatory burdens on the hospitality sector.
BrewDog's international operations remain uncertain, with reports suggesting the German division may face liquidation. Co-founder Martin Dickie stepped away from the company in 2025 citing personal reasons, while James Watt has since launched a new venture called Social Tip, which promises influencer-style payouts for social media brand promotion.
