Ms. Carrie Shafir reports

BY POPULAR DEMAND: TILRAY BEVERAGES MAKES POPSICLE HARD FIRECRACKER A PERMANENT FLAVOR

In partnership with The Magnum Ice Cream Company, Tilray Brands Inc. will transition Popsicle Hard Firecracker will transition to a permanent, year-round flavour in the Popsicle Hard portfolio, following an overwhelmingly positive response from consumers.

Originally introduced as a limited-edition seasonal flavour, Firecracker quickly became a fan favourite. Inspired by one of Popsicle's most recognizable frozen treats, the flavour captures the classic red, white, and blue combination of cherry, lemon-lime and blue raspberry notes. Following its successful debut, Popsicle Hard is adding Firecracker to its permanent lineup, giving U.S. consumers 21-plus year-round access to the fruity, refreshing flavour they know and love, with a 5-per-cent ABV twist.

"Popsicle Hard Firecracker has quickly proven the power of pairing an iconic, nostalgia-driven flavour with the growing consumer demand for fun, flavour-forward adult beverages," said Carrie Shafir, vice-president of brand at Tilray Beverages. "The response to our limited-edition launch showed us that Firecracker had become more than a seasonal offering, it had earned a permanent place in the Popsicle Hard portfolio. By adding it year-round, we're giving 21-plus consumers more opportunities to enjoy a flavour they know, love and clearly want more of."

Firecracker joins the existing year-round Popsicle Hard flavours including Hard Cherry, Hard Grape and Hard Orange, with each flavour capturing the taste and joy of Popsicle. Popsicle Hard is available at retail stores nationwide.

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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