Shock Top, the bold and refreshing Belgian-style wheat ale from Tilray Brands, Inc., is bringing the 'Shocking Upsets' promotion to the world's biggest summer of soccer. This fan-favorite campaign rewards consumers when tournament underdogs deliver unexpected victories.
Promotion Details
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.
Shock Top is known for celebrating bold flavor, spirited gatherings, and moments that catch people by surprise. By embracing the excitement of underdog victories in international soccer, every match becomes more thrilling. The Shocking Upsets promotion gives fans another reason to grab a Shock Top, gather their crew, and cheer for the unexpected.
Summer Campaign
The promotion is part of Shock Top's new 'Shocking Upsets' summer campaign, which celebrates fans, watch parties, and unforgettable moments that make soccer 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 watch.
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."
How It Works
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.
