BrewDog is expanding its Las Vegas footprint and diversifying its U.S. hospitality model with the debut of UnderDog Beer Hall, a new sports bar concept set to open June 12 beneath its flagship rooftop bar on the Strip. Designed as a value-forward, high-energy hangout, UnderDog aims to combine BrewDog’s brand of irreverent craft beer culture with the nonstop momentum of live sports, fast-casual dining, and a bit of Vegas flair.
Located in the Showcase Mall directly beneath BrewDog Las Vegas, the new concept is positioned to capture both locals and tourists looking for an approachable, sports-centric alternative to the higher-end rooftop venue upstairs.
“This isn’t just a taproom extension—it’s a new entry point into the BrewDog ecosystem,” said Brittany Foster, Head of Brand & Marketing at BrewDog USA. “UnderDog is our home turf for comeback stories, big game energy, and extra slices. It brings a bold, accessible vibe to the Strip while staying true to the underdog spirit behind our brand.”
BrewDog diversification
The opening of UnderDog comes as BrewDog continues to evolve its stateside business model, balancing brand flagships with more nimble concepts. While its Las Vegas rooftop venue drew attention for its scale and skyline views when it opened in late 2022, UnderDog represents a pivot to a more sports-driven, repeat-visit format—think pizza, pints, and playoffs.
With seating designed for all-day hangouts and dozens of massive screens tuned to every major sporting event, the beer hall is built for high-volume game-day traffic. It will pour crowd-pleasers like Elvis Juice and Cold Beer alongside brews from local Nevada breweries, supported by a full menu of pizza-by-the-slice and bar snacks developed for speed and shareability.
Building a lifestyle brand
More than just a physical space, UnderDog serves as the launchpad for BrewDog’s latest brand platform: a narrative celebrating underdogs, comebacks, and grit. The campaign, tagged with #IAmAnUnderDog, encourages fans to share their own stories both online and in-person, tying into the new location’s ethos as a space for anyone who’s ever fought for a win.
The brand’s June 12 grand opening will feature a ribbon cutting, appearances from the Raiderettes, giveaways for the first 25 guests, and a contest for a $1,000 Ticketmaster gift card. The evening’s promotional headline: crowning the first-ever “UnderDog of the Year.”
Showing hospitality versatility
The move reflects a broader industry trend: breweries increasingly developing tiered hospitality concepts to meet diverse market segments—from upscale destinations to casual, high-traffic venues. With UnderDog, BrewDog is betting that the future of beer hospitality includes more sports bars, more food-led environments, and more flexible real estate usage.
Whether the model will scale remains to be seen, but UnderDog gives BrewDog a new kind of real estate asset in a major market—and one more outlet for its core mission of serving bold beer to loyal fans in dynamic settings.
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