SWEETWATER BREWING ANNOUNCES 27TH ANNIVERSARY PARTY CONCERT LINEUP

EARTHGANG TO HEADLINE AND LIGHT UP SWEETWATER ANNIVERSARY 

Musical showcase also includes Daniel Donato's Cosmic Country and Maddy O'Neal

ATLANTA — December 19, 2023 — SweetWater Brewing Company  (“SweetWater”), the largest craft brewer in the Southeast and a subsidiary of Tilray Brands, Inc. (“Tilray” or the “Company”) (NASDAQ: TLRY and TSX: TLRY), announced today it will celebrate its 27th anniversary on Feb. 17, 2024, with a fusion of beats, bass, and twang headlined by Atlanta’s own EarthGang. The brewery will transform its Atlanta taproom and facility into an intimate venue for the celebration, which will also include performances by Daniel Donato’s Cosmic Country band and DJ Maddy O'Neal.

SweetWater Brewing has been a pivotal force in shaping Atlanta's craft beer culture since it’s founding in 1997. Renowned for its adventurous beer creations, commitment to live music, and dedication to environmental and community initiatives, SweetWater continues to set the standard for excellence in the craft brewing industry. In appreciation of its loyal patrons and supporters, SweetWater is organizing an all-day extravaganza featuring an array of live music performances at its Armour Yards location. The brewery is also excited to share some special new beers, including unique takes on SweetWater’s flagship 420 series, along with limited edition anniversary beers brewed specifically for the party.

About the Headlining Acts

• EarthGang: Comprised of musical artists Olu and WowGr8, the band will bring its genre-defying blend of hip-hop, R&B, and funk, as well as its thought-provoking lyrics and energetic performances.

• Daniel Donato's Cosmic Country: Nashville's Daniel Donato infuses traditional country roots with a contemporary twist, creating a musical journey that transcends genres.

• Maddy O'Neal: Rising star Maddy O'Neal is an electronic music producer and DJ whose beats fuse glitch hop, future bass, and dubstep.

"Live music runs through SweetWater’s veins, which is why we celebrate our anniversary each year with electrifying performances from must-see acts and rising stars across genres. For this year’s show, we curated an eclectic contemporary lineup that will provide the perfect soundtrack for the party,” said Ty Gilmore, President of U.S. Beers for Tilray.

Event Details:

• Date: Saturday, Feb. 17th, 2024

• Time: Doors open at 1 p.m.

• Location: SweetWater Brewing Company, 195 Ottley Drive NE, Atlanta, GA 30324

Tickets can be purchased now at the official concert website. General Admission is $50 with a $45 Early Bird option. For the ultimate experience, the Super Heady VIP package for $80 includes two beers, exclusive access to VIP areas, private restrooms and bars, and unlimited re-entry.

Join us in celebrating 27 years of craft brewing excellence, community engagement,  unforgettable memories, and live music.

About SweetWater

SweetWater Brewing Company, the largest craft brewer in the southeast, is an award-winning brewery known for its stash of heady brews including the original 420 Extra Pale Ale and loads of IPAs. Sweetwater’s craft beers and ready-to-drink cocktails are available coast to coast and in more states than ever before. Inspired by the outdoors, SweetWater is a passionate advocate for healthy waterways and conservation initiatives. Through its annual Save Our Water campaign, SweetWater continues to raise funds to support nonprofit organizations fighting for clean water and habitat conservation, including the Waterkeeper Alliance, Bonefish & Tarpon Trust, and Trout Unlimited. 

SweetWater Brewery is a subsidiary of Tilray Brands, Inc. (Nasdaq: TLRY; TSX: TLRY), a leading global cannabis-lifestyle and consumer packaged goods company inspiring and empowering the worldwide community to live their very best life.   

For further information about SweetWater Brewing Company, please visit www.sweetwaterbrew.com and follow @SweetWaterBrew on all social platforms.

About Tilray Brands

Tilray Brands, Inc. (Nasdaq: TLRY; TSX: TLRY), is a leading global cannabis lifestyle and consumer packaged goods company with operations in Canada, the United States, Europe, Australia, and Latin America that is changing people's lives for the better – one person at a time – by inspiring and empowering a worldwide community to live their very best life, enhanced by moments of connection and wellbeing. Tilray’s mission is to be the most responsible, trusted, and market-leading cannabis and consumer products company in the world with a portfolio of innovative, high-quality, and beloved brands that address the needs of the consumers, customers, and patients we serve. A pioneer in cannabis research, cultivation, and distribution, Tilray’s unprecedented production platform supports over 20 brands in over 20 countries, including comprehensive cannabis offerings, hemp-based foods, and craft beverages. 

For more information on how we open a world of well-being, visit www.Tilray.com and follow @tilray on all social platforms. 

Forward-Looking Statements

Certain statements in this communication that are not historical facts constitute forward-looking information or forward-looking statements (together, “forward-looking statements”) under Canadian and U.S. securities laws and within the meaning of Section 27A of the Securities Act of 1933, as amended, and Section 21E of the Securities Exchange Act of 1934, as amended, that are intended to be subject to the “safe harbor” created by those sections and other applicable laws. Forward-looking statements can be identified by words such as “forecast,” “future,” “should,” “could,” “enable,” “potential,” “contemplate,” “believe,” “anticipate,” “estimate,” “plan,” “expect,” “intend,” “may,” “project,” “will,” “would” and the negative of these terms or similar expressions, although not all forward-looking statements contain these identifying words. Certain material factors, estimates, goals, projections, or assumptions were used in drawing the conclusions contained in the forward-looking statements throughout this communication. Forward-looking statements include statements regarding our intentions, beliefs, projections, outlook, analyses, or current expectations.  Many factors could cause actual results, performance, or achievement to be materially different from any forward-looking statements, and other risks and uncertainties not presently known to the Company or that the Company deems immaterial could also cause actual results or events to differ materially from those expressed in the forward-looking statements contained herein. For a more detailed discussion of these risks and other factors, see the most recently filed annual information form of Tilray and the Annual Report on Form 10-K (and other periodic reports filed with the SEC) of Tilray made with the SEC and available on EDGAR. The forward-looking statements included in this communication are made as of the date of this communication and the Company does not undertake any obligation to publicly update such forward-looking statements to reflect new information, subsequent events, or otherwise unless required by applicable securities laws.

For further information:

SweetWater Brewing Company Media:

Chris Hong, christopher.hong@rygr.us, (970) 924 - 0704 ext. 2103,

Tilray Brands Media: Berrin Noorata, news@tilray.com

Tilray Brands Investors: Raphael Gross, (203) 682-8253, Raphael.Gross@icrinc.com

TILRAY BRANDS PRESENTS THE BEST HOLIDAY DRINKING GIFTS FOR CRAFT BEER LOVERS AND WHISKEY ENTHUSIASTS

 Celebrate the Holiday Season with the World’s Best Blended Whiskey and Award-Winning Craft Brews

 

NEW YORK – December 7, 2023 – Tilray Brands, Inc. ("Tilray" or the "Company") (Nasdaq: TLRY; TSX: TLRY), a leading global cannabis and consumer packaged goods company, unveils its 2023 holiday spirits and craft brews gift guide. This curated selection features award-winning drinks from Tilray Brands’ portfolio of craft beverage brands, showcasing the internationally acclaimed spirits brand Breckenridge Distillery and exceptional craft beers from 10 Barrel Brewing, a Great American Beer Festival laureate, Widmer Brothers, a silver medalist at the Great International Beer and Cider Competition, thirst-quenching beers from SweetWater Brewing Company, highly refreshing brews from Montauk Brewing Company, and the coveted Belgian-style wheat ale from Shock Top.

Whiskies to Gift and Sip

Breckenridge Distillery the highly awarded spirits brand and World’s Best Blended Whiskey offers premium spirits for the holiday season:

o   Breckenridge Bourbon Whiskey: Breckenridge Bourbon Whiskey is one of the most awarded craft bourbons in the U.S. This high-rye Bourbon Whiskey is aged for a minimum of three years, in charred, new American oak barrels, and blended to reveal the unique qualities of the Bourbon Whiskey. It offers a deep, honey-amber hue with pronounced aromas of butterscotch, candied orange, and apple; dry cacao and brown sugar envelop the tongue as the spirit lingers with notes of vanilla and white pepper.

o   Breckenridge High Proof: Named World’s Best Blended Whiskey at the World Whiskies Award, this award-winning Whiskey is a perfectly blended Bourbon, but with a twist, bottled at a gripping 105 proof, delivering a masterful combination of rich, dark caramel and toasted almonds, along with burnt baker’s chocolate and dried orange peel, with a lingering finish of vanilla and spice.

o   Breckenridge PX Sherry Cask Finish: a 3-time Best American Blended winner at the World Whiskies Awards and a Double Gold Winner at the San Francisco World Spirits Awards, this PX Sherry Cask Finish is a unique blend of flavors from the barrels of luscious, syrupy dessert wine from the Andalusia province of Spain, that complements the sweet oak and vanilla character of Breckenridge’s world-renowned rich, spicy, Bourbon Whiskey; it gracefully emerges from the wine’s ripe fruity vessels with complex layers of fig compote, orange marmalade, and licorice.

For the True Craft Beer Fans

SweetWater Brewing Company known for its iconic 420 Pale Ale and hoppy IPAs introduces new holiday seasonal brews:

o   Georgia Brown Ale: The malt bill in this ale gives a subtle nutty & toasty flavor, while the chocolate malt provides a rich cocoa flavor with aromas that range from roasted coffee to chocolate-covered dark fruits. Provide clean floral, fruity and herbal notes.

o   Festive Ale: A cheerfully spiced Winter Warmer with big, complex flavors. Loaded with Centennial and Golding Hops and capped with a dose of cinnamon and ground mace, Festive Ale is a high-octane brew that keeps drinkers warm and toasty through the winter.

Montauk Brewing Company captures the unique spirit of Montauk in their premium craft brews:

o   Driftwood Ale: This well-balanced English Pale Ale is known for its dark copper color and easy drinkability. Victory malts give this beer terrific toasty, nutty, and biscuity flavors at 6% ABV.

o   Cold Day IPA: With slight haze and crisp, juicy notes, Cold Day IPA warms your spirit and reminds you that the freezing days are still beautiful ones.

Breckenridge Brewery the original ski town brewery offers big seasonal flavors:

o   Christmas Ale: One of the larger seasonal beers in the nation and sold nationwide., Breck Brew’s Christmas Ale is a malty, full-bodied winter warmer with extra flavor and strength. This festive brew features an abundance of carefully roasted malts, creating notes of caramel and chocolate, while Chinook and Mt. Hood hops contribute a spicy quality for balance and a clean finish.

o   Holidale: A limited-edition whiskey barrel-aged version of the popular Christmas Ale, this Holidale is a brew to warm the spirit, offering toasted biscuit notes complemented by soft caramel sweetness with hints of oak and whiskey. Striking deep red, this strong specialty brew makes a coveted holiday gift for beer and whiskey lovers.

o   Vanilla Porter: A year-round beer but an all-time fan favorite during the holiday season, featuring aromas of vanilla and toasted grain sets the stage for mellow flavors of vanilla and dark roasted malts in this popular porter.

10 Barrel winner of the Great American Beer Festival awards for best American Sour Ale, Field Beer, and German Sour Ale introduces amplified HopBurst IPAs for the holidays:

o   10 Barrel’s HopBurst IPA Family:

o   Apocalypse HopBurst West Coast IPA: Taking their West Coast IPA, 10 Barrel loaded up the hops for massive flavor and enhanced aromatics, locking in notes of pine and citrus for a bright golden appearance and medium body, making this a flagship staple of the HopBurst lineup. It’s impossible to miss this recipe's herbal, grapefruit, and stone fruit aromas.

o   All Ways Down HopBurst Double IPA: A double IPA bursting with hops! This recipe began as a specialty brew with friends from Rome Snowboards, inspired by the many Double IPAs found in their home state of Vermont. A fan-favorite from the start, this recipe brings citrus, cannabis and pine flavors with sweet aromas of pineapple and mango. Watch out for that higher ABV, this Double packs a punch.

o   Cloud Mentality HopBurst Hazy IPA: Tossing a truckload of hops into their Hazy IPA at the end of its brewing process, Cloud Mentality brings an explosion of flavor and aromatics. This technique traps all the juicy, tropical notes while maintaining a balanced taste and keeping the bitterness in check for a final result of a sweet stone fruit finish and aromas of citrus and tropical fruit.

Blue Point Brewing known for its award-winning Amber Lagers offers full flavor this holiday season:   

o   Toasted Lager: Blue Point’s original Long Island Lager is the first beer they’ve ever brewed. Smooth, balanced, and classic, Toasted Lager enjoys a 25-year heritage as a staple in the New York craft beer scene, often the first beer many Long Islanders ever drink. Extremely crushable and easy to love. Its awards include a World Beer Cup Gold medal, GABF (Great American Beer Festival) awards, and more.

o   Winter Warmer: A seasonal Winter Ale full of Blue Point’s favorite winter spices – vanilla, cinnamon, and nutmeg. Brewed to a cozy 6.4% ABV, Winter Warmer features notes of chocolate, root beer, gingerbread, toasted marshmallows, hints of sweet dark fruit, and a kick of classic holiday spice.

Widmer Brothers, the 2023 Large Size Brewery of the Year according to Best of Craft Beer Awards offers a seasonal variety of beers including:

o   Brrr Hoppy Red: A legendary winter seasonal and silver medalist at the Great International Beer and Cider Competition, this Northwest-Style Red ale features caramel and dark chocolate malts bringing out the indulgent sweet flavor that balances wonderfully with its smooth bitterness.

o   Widmer Hefe: With a current total award count of 33, Widmer’s Hefe features floral citrus notes to the naturally cloudy body and refreshing finish. Its golden yet cloudy brew has become an international craft brewing staple and forever known as America’s Original Hefeweizen.

o   Widmer Imperial Hefe: Unmatched, this Imperial Wheat lords over ales with robust wheat flavors, joining houses with Citra, Vista and Idaho-7 hops, all while remaining true to its wheat sovereignty by tasting smooth, balanced, and bright.

Redhook, the award-winning brewer of Big Ballard Imperial IPAs offers new flavors for the holidays:

o   Big Ballard Imperial IPA: The OG of the family, Big Ballard Imperial IPA is a tribute to Redhook’s original stomping grounds. Living up to its name with a bold hop profile featuring a deep golden body and crisp finish. 

o   Hazy Big Ballard Imperial IPA: Bold and juicy, with citrus and tropical flavors, a soft body, and lingering hops on the finish. Whatever you’re building, Hazy Big Ballard is the perfect way to cap off a long day and give you the reward you have earned.

o   Tropical Big Ballard Juicy IPA: A big beer with big IPA flavors to live up to the name but with a softer touch. Brewed with mouthwatering natural Orange, Pineapple, Starfruit and Coconut, this IPA puts you at ease with every sip, as if you were on a beach in a tropical destination.

Shock Top continues to impress with its coveted Belgian-style wheat ale.

o   Belgian White: This spiced Belgian-style wheat ale is the pinnacle of refreshment brewed with real orange, lemon and lime peels for a smooth, citrusy finish. The beer that is always down to chill - and be chilled.

For the Cider Enthusiasts

Square Mile: the 6-time award-winning original hard cider offers new holiday essentials:

o   Imperial Apple Pie: Perfect for the holiday season, this irresistible cider has the sweet taste of baked Apples and pie spices.

o   Imperial Blackberry Pie: There’s nothing like the sweet taste of baked blackberries in every sip of this Imperial Blackberry Pie.

o   Rosé Apple Cider: There’s a certain power in the earth’s most subtle flavors – like the rose hips and hibiscus that fill each can of this Rose Cider creating a classic rosé color, beautiful tartness and acidity.

 "This holiday season, we're especially proud to highlight our expanded portfolio of craft beverages showcasing a diverse array of award-winning craft beers from esteemed brands like SweetWater Brewing, Montauk Brewing, Shock Top, and more. These craft brews, along with our exceptional ciders and whiskies, are not just beverages but a true celebration of the holiday spirit and our passion for innovative brewing. We are committed to offering drinks that reflect our premium craft quality and introduce unique flavors and experiences ideal for holiday enjoyment. Whether you're toasting to longstanding traditions or creating new ones, Tilray Brands' holiday selections are designed to elevate your festive moments," said Ty Gilmore, President, U.S. Beer at Tilray Brands.

For product availability, please visit our brand websites linked above.

About Tilray Brands

Tilray Brands, Inc. (Nasdaq: TLRY and TSX: TLRY) is a leading global cannabis-lifestyle and consumer packaged goods company with operations in Canada, the United States, Europe, Australia, and Latin America that is changing people’s lives for the better – one person at a time – by inspiring and empowering the worldwide community to live their very best life by providing them with products that meet the needs of their mind, body, and soul and invoke a sense of wellbeing. Tilray’s mission is to be the trusted partner for its patients and consumers by providing them with a cultivated experience and health and well-being through high-quality, differentiated brands and innovative products. A pioneer in cannabis research, cultivation, and distribution, Tilray’s unprecedented production platform supports over 20 brands in over 20 countries, including comprehensive cannabis offerings, hemp-based foods, and alcoholic beverages.

For more information on Tilray, visit Tilray Brands, Inc. and follow @tilray on Instagram, Twitter, Facebook, and LinkedIn.

Forward-Looking Statements

Certain statements in this communication that are not historical facts constitute forward-looking information or forward-looking statements (together, “forward-looking statements”) under U.S. and Canadian securities laws and within the meaning of Section 27A of the Securities Act of 1933, as amended, and Section 21E of the Securities Exchange Act of 1934, as amended, that are intended to be subject to the “safe harbor” created by those sections and other applicable laws. Forward-looking statements can be identified by words such as “forecast,” “future,” “should,” “could,” “enable,” “potential,” “contemplate,” “believe,” “anticipate,” “estimate,” “plan,” “expect,” “intend,” “may,” “project,” “will,” “would” and the negative of these terms or similar expressions, although not all forward-looking statements contain these identifying words. Certain material factors, estimates, goals, projections, or assumptions were used in drawing the conclusions contained in the forward-looking statements throughout this communication. Forward-looking statements include statements regarding our intentions, beliefs, projections, outlook, analyses, or current expectations concerning, among other things, the Company’s ability to commercialize new and innovative products worldwide. Many factors could cause actual results, performance, or achievement to be materially different from any forward-looking statements, and other risks and uncertainties not presently known to the Company or that the Company deems immaterial could also cause actual results or events to differ materially from those expressed in the forward-looking statements contained herein. For a more detailed discussion of these risks and other factors, see the most recently filed annual information form of Tilray and the Annual Report on Form 10-K (and other periodic reports filed with the SEC) of Tilray made with the SEC and available on EDGAR. The forward-looking statements included in this communication are made as of the date of this communication and the Company does not undertake any obligation to publicly update such forward-looking statements to reflect new information, subsequent events, or otherwise unless required by applicable securities laws.

Contacts:

Media:

Jaydon Case
news@tilray.com

Investors
Raphael Gross
203-682-8253
Raphael.Gross@icrinc.com

CRAFTED FOR THE PEOPLE: SWEETWATER'S NEW 'HALF-A-GUMMIE' IPA MEETS CONSUMER DEMAND FOR FRUITY, EASY-DRINKING BEERS

From its Original Gummies Double IPA Line, SweetWater Introduces Half-a-Gummie IPA Featuring a Lower ABV, Offering Bold Fruit Flavors 

ATLANTA — Nov. 16, 2023 — SweetWater Brewing Company (“SweetWater Brewing” or “SweetWater”), the largest craft brewer in the Southeast and a subsidiary of Tilray Brands, Inc. (“Tilray” or the “Company”) (NASDAQ: TLRY and TSX: TLRY), announced today the latest innovation in its acclaimed IPA series – ‘Half-A-Gummie’ IPA. This new line of India Pale Ales, bursting with fruit-forward flavors, is a twist on the wildly successful SweetWater Gummies Double IPA – which launched earlier this year, now reimagined with a more session-friendly alcohol content. Both the original Gummies IIPA and the innovative Half-A-Gummie are now ready to tantalize taste buds nationwide on draft.

Building on the trailblazing success of the SweetWater Gummies line, 'Half-A-Gummie' IPA emerges as a natural evolution in SweetWater's pursuit of innovation and excellence in craft brewing. The SweetWater Gummies series launched as a testament to the brewery's commitment to flavor-forward and high-ABV ales, set a new benchmark in the Double IPA category. These ales, notably the Tropical IIPA and Fruit Punch IIPA with a potent 9.5% ABV, captured the essence of summer with their haze, juiciness, and bold, fruity flavors.

‘Half-A-Gummie’ retains the essence of the Gummies series—its captivating fruit flavors and aromatic appeal—while presenting a lower alcohol-by-volume content as an alternative option for consumers; The launch series of Half-A-Gummie includes the same two great varieties from the original series: Tropical IPA, and Fruit Punch IPA, each boasting a 5.5% alcohol-by-volume. These new brews are a masterful blend of real fruit juice with the luscious flavors of strawberry, pineapple, orange, and cherry, culminating in a uniquely smooth, incredibly flavorful, and drinkable IPA experience.

This new line is a testament to SweetWater's agility in adapting to consumer preferences, offering a lower-ABV IPA that still embodies the brewery's signature blend of bold flavors and easy drinkability. This strategic move aligns with a market report[1] predicting a 6 percent CAGR growth in the fruit beer market over the next decade, driven by a growing preference for beers that offer both refreshing taste and a gentler alcohol presence, much like 'Half-A-Gummie'.

“Our Gummies Double IPA has been a huge hit with consumers who crave fruit-forward, high-ABV beers. We’ve also discovered a strong demand, especially with our on-premise partners, for beers with a similar flavor profile and less alcohol. We’re excited to offer drinkers the choice to enjoy an easy-drinking IPA with low bitterness and delicious fruit flavors while tapping into a lower ABV option,” said Ty Gilmore, President of U.S. Beers for Tilray Beer.

Discover the revolution in IPA – Half-A-Gummie is here to redefine expectations and excite palates. To learn more about SweetWater’s latest brews fans can visit SweetWater’s website at: www.sweetwaterbrew.com/find-sweetwater.

About SweetWater Brewing

SweetWater Brewing Company, the largest craft brewer in the southeast, is an award-winning brewery known for its stash of heady brews including the original 420 Extra Pale Ale and loads of IPAs. Sweetwater’s craft beers and ready-to-drink cocktails are available coast to coast and in more states than ever before. Inspired by the outdoors, SweetWater is a passionate advocate for healthy waterways and conservation initiatives. Through its annual Save Our Water campaign, SweetWater continues to raise funds to support nonprofit organizations fighting for clean water and habitat conservation, including the Waterkeeper Alliance, Bonefish & Tarpon Trust, and Trout Unlimited. 

SweetWater Brewery is a subsidiary of Tilray Brands, Inc. (Nasdaq: TLRY; TSX: TLRY), a leading global cannabis-lifestyle and consumer packaged goods company inspiring and empowering the worldwide community to live their very best life.   

For further information about SweetWater Brewing Company, please visit www.sweetwaterbrew.com and follow @SweetWaterBrew. 

About Tilray Brands

Tilray Brands, Inc. (Nasdaq: TLRY; TSX: TLRY), is a leading global cannabis lifestyle and consumer packaged goods company with operations in Canada, the United States, Europe, Australia, and Latin America that is changing people's lives for the better – one person at a time – by inspiring and empowering a worldwide community to live their very best life, enhanced by moments of connection and wellbeing. Tilray’s mission is to be the most responsible, trusted, and market-leading cannabis and consumer products company in the world with a portfolio of innovative, high-quality, and beloved brands that address the needs of the consumers, customers, and patients we serve. A pioneer in cannabis research, cultivation, and distribution, Tilray’s unprecedented production platform supports over 20 brands in over 20 countries, including comprehensive cannabis offerings, hemp-based foods, and craft beverages.

For more information on how we open a world of well-being, visit www.Tilray.com and follow @tilray on all social platforms. 

Forward-Looking Statements

Certain statements in this communication that are not historical facts constitute forward-looking information or forward-looking statements (together, “forward-looking statements”) under Canadian and U.S. securities laws and within the meaning of Section 27A of the Securities Act of 1933, as amended, and Section 21E of the Securities Exchange Act of 1934, as amended, that are intended to be subject to the “safe harbor” created by those sections and other applicable laws. Forward-looking statements can be identified by words such as “forecast,” “future,” “should,” “could,” “enable,” “potential,” “contemplate,” “believe,” “anticipate,” “estimate,” “plan,” “expect,” “intend,” “may,” “project,” “will,” “would” and the negative of these terms or similar expressions, although not all forward-looking statements contain these identifying words. Certain material factors, estimates, goals, projections, or assumptions were used in drawing the conclusions contained in the forward-looking statements throughout this communication. Forward-looking statements include statements regarding our intentions, beliefs, projections, outlook, analyses, or current expectations.  Many factors could cause actual results, performance, or achievement to be materially different from any forward-looking statements, and other risks and uncertainties not presently known to the Company or that the Company deems immaterial could also cause actual results or events to differ materially from those expressed in the forward-looking statements contained herein. For a more detailed discussion of these risks and other factors, see the most recently filed annual information form of Tilray and the Annual Report on Form 10-K (and other periodic reports filed with the SEC) of Tilray made with the SEC and available on EDGAR. The forward-looking statements included in this communication are made as of the date of this communication and the Company does not undertake any obligation to publicly update such forward-looking statements to reflect new information, subsequent events, or otherwise unless required by applicable securities laws.

For further information:

SweetWater Brewing Company Media:

Chris Hong, christopher.hong@rygr.us, (970) 924 - 0704 ext. 2103,

Tilray Brands Media: Berrin Noorata, news@tilray.com

Tilray Brands Investors: Raphael Gross, (203) 682-8253, Raphael.Gross@icrinc.com

[1]“Fruit Beer Market to Achieve 6% CAGR, Surpassing US$ 595.5 Million by 2033 Amidst Rising Demand for Alcohol-Free Alternatives,” Future Market Insights, Aug. 28, 2023; https://www.globenewswire.com/news-release/2023/08/28/2732736/0/en/Fruit-Beer-Market-to-Achieve-6-CAGR-Surpassing-US-595-5-Million-by-2033-Amidst-Rising-Demand-for-Alcohol-Free-Alternatives-Future-Market-Insights-Inc.html

SWEETWATER BREWING PRESENTS ATLive CONCERT SERIES WITH GRUPO FIRME AND GEORGE STRAIT HEADLINING

J Balvin, Carrie Underwood, Farruko, Willie Nelson & Family, Yahritza Y Su Ensencia, and Little Big Town Will Join the Highly Anticipated Events on October 20th & 21st at Mercedes-Benz Stadium in Atlanta

Ticket Sales Begin July 21, 2023

ATLANTA (July 20, 2023) – SweetWater Brewing Company (“SweetWater Brewing” or “SweetWater”), the ninth largest craft brewer in the U.S. and subsidiary of Tilray Brands, Inc. (“Tilray” or the “Company) (NASDAQ: TLRY and TSX: TLRY), announced last week its partnership with AMB Sports and Entertainment (AMBSE) to bring the biggest music artists to Mercedes-Benz Stadium with the return of the highly anticipated ATLive concert series powered by Ticketmaster and presented by SweetWater Brewing and Wells Fargo. The exciting two-day music event returns on Friday, October 20, and Saturday, October 21. This year’s lineup promises to deliver an unforgettable experience, featuring an incredible roster of superstar artists from both Latin and country music. 

Friday’s lineup will feature energetic performances, led by Latin GRAMMY Award-winners Grupo Firme, along with one of the best-selling Latin artists of all time, J Balvin, GRAMMY-nominated rapper and singer/songwriter Farruko, and Latin GRAMMY-nominated sibling trio Yahritza Y Su Ensencia.  

Saturday will offer a star-studded extravaganza with country icon George Strait, eight-time GRAMMY winner Carrie Underwood, the legendary Willie Nelson & Family, and six-time CMA Vocal Group of the Year Little Big Town. 

Tickets for each night go on sale Friday, July 21, at 10 a.m. ET via Ticketmaster. 

SweetWater Brewing, one of Atlanta’s original craft brewers and a presenting sponsor of the event will offer its classic easy-drinking beers as well as its newest products: the flavor-forward high ABV Gummies double IPAs and refreshing SweetWater Spirits vodka sodas, at its branded bars at Mercedes-Benz Stadium located on the 100 and 300 levels.

“This will be one of Atlanta’s biggest weekends for Latin and Country music, and SweetWater Brewing will be there to help fans enjoy the show with its refreshing beers and canned cocktails,” said Ty Gilmore, President, U.S. Beers for Tilray. “Our partnership with AMB Sports and Entertainment is yet another way that we’re connecting with the Atlanta community in new, exciting ways.” 

“We are extremely excited to once again bring an incredible lineup of artists to Mercedes-Benz Stadium for ATLive,” said Doug Roberts, vice-president of stadium events and premium sales, AMB Sports and Entertainment. “The ATLive concert series has quickly become one of the can’t-miss concert events of the year and we look forward to welcoming fans of both Latin and Country music for two great nights at Mercedes-Benz Stadium in October.” 

ATLive powered by Ticketmaster and presented by Sweetwater Brewery and Wells Fargo is a multi-genre concert series developed and promoted by AMB Sports and Entertainment. It is the premier destination concert series for the city of Atlanta and the Southeast. In its first three years, ATLive hosted six shows at Mercedes-Benz Stadium with nearly 300,000 people in attendance to enjoy incredible music from Eric Church, Luke Combs, Sheryl Crow, Billy Joel, Miranda Lambert, Metallica, Lionel Richie, Blake Shelton, Chris Stapleton, George Strait, Keith Urban and more. ATLive is produced by AMBSE in partnership with Messina Touring Group.

To learn more about the two-night event, visit mercedesbenzstadium.com/ATLive. Follow along online at #ATLive.  

Artist Assets Available for Download HERE 

AdMat Graphic Available for Download HERE 

About SweetWater Brewing

One of Atlanta’s original craft breweries, founded 26 years ago, SweetWater Brewing is now the 9th largest craft brewers in the U.S. With two flagship breweries in Atlanta, Georgia, and Fort Collins, Colorado, SweetWater’s award-winning craft beers and ready-to-drink cocktails are available coast to coast and in more states than ever before. Inspired by the outdoors, SweetWater is a passionate advocate for healthy waterways and conservation initiatives. Through its annual Save Our Water campaign, SweetWater continues to raise funds to support nonprofit organizations fighting for clean water and habitat conservation, including the Waterkeeper Alliance, Bonefish & Tarpon Trust, and Trout Unlimited. 

SweetWater Brewery is a subsidiary of Tilray Brands, Inc. (Nasdaq: TLRY; TSX: TLRY), a leading global cannabis-lifestyle and consumer packaged goods company inspiring and empowering the worldwide community to live their very best life.   

For further information about SweetWater Brewing Company, please visit www.sweetwaterbrew.com and follow @SweetWaterBrew across all social platforms. 

About Tilray Brands

Tilray Brands, Inc. (Nasdaq: TLRY; TSX: TLRY), is a leading global cannabis lifestyle and consumer packaged goods company with operations in Canada, the United States, Europe, Australia, and Latin America that is changing people's lives for the better – one person at a time – by inspiring and empowering a worldwide community to live their very best life, enhanced by moments of connection and wellbeing. Tilray’s mission is to be the most responsible, trusted, and market-leading cannabis and consumer products company in the world with a portfolio of innovative, high-quality, and beloved brands that address the needs of the consumers, customers, and patients we serve. A pioneer in cannabis research, cultivation, and distribution, Tilray’s unprecedented production platform supports over 20 brands in over 20 countries, including comprehensive cannabis offerings, hemp-based foods, and craft beverages.

For more information on how we open a world of well-being, visit www.Tilray.com and follow @tilray on all social platforms.

Forward-Looking Statements

Certain statements in this communication that are not historical facts constitute forward-looking information or forward-looking statements (together, “forward-looking statements”) under Canadian and U.S. securities laws and within the meaning of Section 27A of the Securities Act of 1933, as amended, and Section 21E of the Securities Exchange Act of 1934, as amended, that are intended to be subject to the “safe harbor” created by those sections and other applicable laws. Forward-looking statements can be identified by words such as “forecast,” “future,” “should,” “could,” “enable,” “potential,” “contemplate,” “believe,” “anticipate,” “estimate,” “plan,” “expect,” “intend,” “may,” “project,” “will,” “would” and the negative of these terms or similar expressions, although not all forward-looking statements contain these identifying words. Certain material factors, estimates, goals, projections, or assumptions were used in drawing the conclusions contained in the forward-looking statements throughout this communication. Forward-looking statements include statements regarding our intentions, beliefs, projections, outlook, analyses, or current expectations.  Many factors could cause actual results, performance, or achievement to be materially different from any forward-looking statements, and other risks and uncertainties not presently known to the Company or that the Company deems immaterial could also cause actual results or events to differ materially from those expressed in the forward-looking statements contained herein. For a more detailed discussion of these risks and other factors, see the most recently filed annual information form of Tilray and the Annual Report on Form 10-K (and other periodic reports filed with the SEC) of Tilray made with the SEC and available on EDGAR. The forward-looking statements included in this communication are made as of the date of this communication and the Company does not undertake any obligation to publicly update such forward-looking statements to reflect new information, subsequent events, or otherwise unless required by applicable securities laws.

For further information:

SweetWater Brewing Company Media:

Chris Hong, christopher.hong@rygr.us, (970) 924 - 0704 ext. 2103,

Tilray Brands Media: Berrin Noorata, news@tilray.com

Tilray Brands Investors: Raphael Gross, (203) 682-8253, Raphael.Gross@icrinc.com