Tilray's Shock Top Initiates Multi-Year Partnership with Spirit Halloween
Tilray has launched a multi-year partnership between its Shock Top brand and Spirit Halloween, while BrewDog plans to focus on its Ohio identity, according to Brewbound.
Tilray’s Shock Top brand has entered into a multi-year partnership with retailer Spirit Halloween, according to industry outlet Brewbound. Prinz Pinakatt, chief growth officer at Tilray, stated that the collaboration between Shock Top and Spirit Halloween represents the start of an ongoing agreement. Additionally, the source indicated that brewery BrewDog intends to lean into its Ohio identity. Specific financial details, launch dates, and campaign plans were not provided in the report.
Key facts
- Tilray's Shock Top brand started a multi-year partnership with Spirit Halloween.
- Tilray Chief Growth Officer Prinz Pinakatt confirmed the multi-year deal.
- BrewDog plans to lean into its Ohio identity.
Why it matters
The partnership demonstrates how beverage brands are using multi-year seasonal retail collaborations to extend brand visibility.
- Brewbound — 2026-09-21: “Tilray’s Spirit Halloween Collab Kicks Off Multi-Year Partnership; BrewDog to Lean into Ohio Identity”
This article was prepared by WBI.org from the sources listed above with the assistance of AI and reviewed by a WBI editor before publication. Information is attributed to its original sources.