A joint effort between 10 Barrel Brewing and its sister lager Pub Beer, both under the Tilray Brands umbrella, has turned the Pacific Northwest into a summer arena for soccer fans. The campaign stretches from the high desert of Bend to the foothills of Boise and the urban pulse of Portland, inviting enthusiasts to celebrate the global game with a distinctly regional twist.
Soccer‑infused experiences across the region
In each city, fans can gather at specially curated watch parties where the action on the pitch is matched by menus that travel from Latin America to Europe, each dish paired with a tailored beer special. The events also feature a game‑day passport contest that rewards participants with exclusive merchandise and further beer perks.
The campaign’s visual identity is as playful as the sport itself: limited‑edition 18‑packs of Pub Beer are printed with designs that morph into personal soccer goals, while a Cheap Fun‑branded foosball table is up for grabs in a sweepstakes that awards a one‑of‑a‑kind Pub Cup co‑branded foosball set.
A brand voice behind the celebration
Brian Hughes, senior brand director for the West Coast portfolio at Tilray, says the initiative is about more than beer; it is about creating moments that linger long after the final whistle, turning every match into a reason to raise a glass. His perspective underscores a focus on memorable experiences that resonate with both casual drinkers and die‑hard supporters.
Tilray Brands, a global lifestyle and consumer packaged goods company, frames the effort as part of its broader mission to be a premium house of brands that delivers innovative products and experiences across markets. The soccer celebration exemplifies how the company leverages its portfolio to connect with communities through shared cultural passions.
Beyond the brews, the program taps into the region’s vibrant pub culture, inviting locals to share, compete and celebrate together. This reinforces 10 Barrel’s community‑driven ethos and Pub Beer’s easy‑drinking appeal, ensuring that the summer of soccer feels like a neighborhood gathering rather than a corporate activation.