HI*BALL ENERGY ARRIVES IN THE UK, LEADING A NEW WAVE OF CLEAN ENERGY

Hi*Ball Energy, the sparkling energy water brand delivering clean, refreshing energy without sugar, calories or artificial sweeteners, from Tilray Brands Inc., has officially arrived in the United Kingdom.

Available now through Amazon U.K. and the BrewDog website, Hi*Ball offers a refreshing alternative to traditional energy drinks and coffee. Each 330-millilitre can combines sparkling water with 100 milligrams of natural caffeine, B vitamins (B3, B5, B6 and B12), guarana and ginseng to help consumers power through busy days -- while remaining free from sugar, calories and artificial sweeteners.

Functional and energy occasions continue to grow as consumers seek more than basic hydration from soft drinks, with health playing an increasingly important role in purchase decisions at the chiller. As a result, functional energy and water are among the fastest-growing sectors in the U.K. soft drinks category. At the same time, over a third of U.K. energy drink consumers say traditional options contain too much sugar, calories or artificial ingredients, driving demand for beverages made with cleaner ingredients and added functional benefits.

Against this backdrop, Hi*Ball is designed to meet the evolving needs of today's energy consumer. Whether it is an early morning commute, an afternoon workout, a demanding workday or life on the go, Hi*Ball offers a lighter, cleaner source of energy that fits modern lifestyles. Built to meet this growing demand, it delivers a refreshing and functional energy experience. With 78 per cent of energy drink consumers drawn to natural ingredients and 43 per cent saying they would try Hi*Ball as a cleaner alternative energy drink, the U.K. launch creates a strong opportunity to premiumize and expand the energy drink occasion.

Rajnish Ohri, president, international, Tilray Brands, said: "Hi*Ball's launch in the U.K. is more than a market entry; it reflects where the energy category is headed. Consumers are moving beyond legacy energy drinks in search of options that deliver refreshment, functionality and convenience in a cleaner, more modern format. With Hi*Ball, we are helping shape the next generation of energy beverages and raise the standard for what consumers can expect from the category. As we expand across the U.K. and build shelf presence, our teams are also advancing plans to take the brand across Europe, the Middle East, Africa and Asia Pacific."

Full lineup and recommended retail pricing (available from Amazon and the BrewDog website):

• Hi*Ball Peach 330-millilitre single can -- RSP (retail selling price) of 1.9 British pounds (cases of 12);
• Hi*Ball Wild Berry 330-millilitre single can -- RSP of 1.9 British pounds (cases of 12);
• Hi*Ball Lemon Lime 330-millilitre single can -- RSP of 1.9 British pounds (cases of 12);
• Hi*Ball Vanilla 330-millilitre single can -- RSP of 1.9 British pounds (cases of 12).

To celebrate its U.K. launch, Hi*Ball will make its debut at Barcode Festival on July 2, where thousands of retail, grocery, convenience and FMCG (fast-moving consumer goods) professionals will have the opportunity to experience the brand first-hand through sampling and activation experiences.

About Hi*Ball Energy

Hi*Ball Energy is a sparkling energy water brand delivering clean, refreshing energy from premium ingredients. Each can contains natural caffeine, guarana, ginseng and B vitamins while remaining free from sugar, calories, artificial sweeteners and preservatives. Available in a range of fruit-forward flavours, Hi*Ball provides energy and refreshment for today's active, health-conscious consumers.

About Tilray Brands Inc.

Tilray Brands 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.

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