Tilray Brands’ Breckenridge Distillery announced a partnership with Colorado‑based Cheba Hut to distribute its award‑winning Bourbon Whiskey across all Cheba Hut restaurants in the state. Cheba Hut operates more than 75 locations across 16 states, with a significant presence in Colorado, giving the partnership a broad footprint in the region.
The partnership will feature Tilray’s Bourbon Whiskey; the inclusion of a product called Mountain Shot whiskey was not confirmed in the available sources. The deal is part of Tilray’s broader strategy to grow its beverage portfolio beyond cannabis.
By adding Cheba Hut as a new retail channel, Tilray can increase sales volume in Colorado and strengthen its presence in a key market. The move aligns with the company’s recent focus on expanding its beverage segment, which saw net revenue fall to $50.1 million in Q2 FY2026 from $63.1 million the prior year and a margin decline to 26% from 26% the previous year.
Tilray’s Q2 FY2026 results reported record net revenue of $217.5 million, but beverage net revenue declined, reflecting the broader challenges in the segment. The Cheba Hut partnership is intended to offset that decline by broadening distribution and tapping a high‑traffic restaurant environment.
The partnership represents a strategic step to deepen Tilray’s footprint in Colorado and support its long‑term beverage growth plan.
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