Shock Top Kicks Off the World’s Biggest Summer of Soccer with Shocking Upsets

Fans Can Score a Beer Rebate When Tournament Underdogs Shock the World

ATLANTA, Georgia June 15, 2026 — Shock Top, the bold and refreshing Belgian-style wheat ale from Tilray Brands, Inc. (NASDAQ: TLRY; TSX: TLRY), is bringing ‘Shocking Upsets’ to the world’s biggest summer of soccer, the fan-favorite promotion that rewards consumers when tournament underdogs deliver the unexpected.

From June 28 through July 19, legal-drinking-age fans who purchase Shock Top can score a rebate on their beer if a team ranked 21st or lower defeats a top-10 ranked team during tournament play, subject to official terms and conditions.

Known for celebrating bold flavor, spirited gatherings, and moments that catch people by surprise, Shock Top is embracing one of the most exciting dynamics in international soccer: the underdog victory. Through Shocking Upsets, every match becomes a little more exciting, giving fans another reason to grab a Shock Top, gather their crew, and cheer for the unexpected.

The promotion is part of Shock Top’s new ‘Shocking Upsets’ summer campaign, a celebration of the fans, watch parties, and unforgettable moments that make the beautiful game a global phenomenon. Throughout the tournament, Shock Top’s iconic mascot, Wedge Head, will rally supporters through digital content, social activations, and match-day celebrations designed to bring fans together wherever they’re watching.

Whether gathering at a neighborhood sports bar, hosting a backyard watch party, or cheering alongside friends, fans can enjoy every match knowing that a shocking result could make their next round even sweeter.

Jake Neilson, Senior Brand Manager for Shock Top, stated, “Shock Top was built around celebrating bold flavor and unexpected moments. Few sporting events deliver more drama than tournament soccer, where one result can change everything. Shocking Upsets gives fans another reason to get together, grab a Shock Top, and cheer for the moments nobody saw coming. When an underdog shocks the world, we’ll help make that celebration even better.”

If a qualifying upset occurs during tournament play, eligible fans can purchase a Shock Top and submit their receipt and promotional information for a rebate, subject to official rules.

Key Promotion Details

• Promotion period runs from June 28, 2026, through July 19, 2026.
• A qualifying Shocking Upset occurs when a team ranked 21st or lower defeats a team ranked in the world’s top 10 during tournament play.
• Eligible consumers who purchase a Shock Top during the promotional window may submit their receipt for a rebate if a qualifying upset occurs.
• Offer available to legal-drinking-age consumers in participating states and subject to official rules, terms, and conditions.
  

Built for fans who appreciate bold flavor and bold moments, Shocking Upsets adds an extra layer of excitement to every match by turning surprising outcomes into something worth celebrating.

This summer, Shock Top is inviting fans everywhere to embrace the unexpected and celebrate every shocking moment along the way.

For promotion details and official rules, visit https://shocktop.craftbrewoffers.com.

About Shock Top
Shock Top is a bold, Belgian-style wheat ale brand known for its refreshing taste, citrus-forward character, and easygoing personality. Crafted to bring unexpected flavor and energy to every occasion, Shock Top has become a go-to choice for beer drinkers looking for something expressive, approachable, and fun. Shock Top is part of the Tilray Beverages portfolio.

About Tilray Brands
Tilray Brands, Inc. (“Tilray”) (Nasdaq: TLRY; TSX: TLRY), is a leading global lifestyle and consumer packaged goods company with operations in Canada, the United States, Europe, Australia, and Latin America that is leading as a transformative force at the nexus of cannabis, beverage, wellness, and entertainment, elevating lives through moments of connection. Tilray’s mission is to be a leading premium lifestyle company with a house of brands and innovative products that inspire joy and create memorable experiences. Tilray’s unprecedented platform supports over 40 brands in over 20 countries, including comprehensive cannabis offerings, hemp-based foods, and craft beverages.

For more information on how we are elevating lives through moments of connection, visit Tilray.com and follow @Tilray on all social platforms.

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