Tilray Brands is set to energize soccer fans this summer with a new rebate initiative called “Shocking Upsets,” timed to coincide with the world’s biggest international tournament.
When Underdogs Triumph
From June 28 to July 19, 2026, the company will reward consumers who purchase Shock Top beer during moments when a team ranked 21st or lower defeats a top‑10 opponent.
The offer is limited to legal‑drinking‑age fans in selected markets, including the United States, Canada, Europe, Australia and Latin America, who can submit receipts to claim a cash rebate.
Celebrating the Underdog Spirit
Shock Top, a Belgian‑style wheat ale known for its crisp, citrus‑forward profile, has named its iconic mascot Wedge Head as the face of the campaign, rallying supporters throughout the tournament.
Jake Neilson, senior brand manager for Shock Top, said the promotion gives fans another reason to gather and cheer for unexpected victories, reinforcing the brand’s connection to spontaneous, thrilling moments on the field.
Beyond the Rebate
The “Shocking Upsets” campaign extends beyond cash rebates, featuring digital content, social‑media activations and match‑day celebrations that amplify the excitement of every surprise result.
Tilray Brands, a global lifestyle and consumer‑packaged‑goods company with a presence in multiple countries, positions the initiative as part of its broader strategy to engage younger, sports‑savvy audiences while reinforcing its portfolio of premium beverages.