Irwin Simon, a seasoned entrepreneur whose early career blossomed with the creation of an herbal tea empire under Celestial Seasonings, has always had a knack for spotting untapped potential in overlooked industries. Picture him as a visionary pioneer—think of a man who traded tea leaves for cannabis-infused dreams, transforming Tilray Brands from a budding legal weed company into a powerhouse. Now, at the helm as CEO, Simon is doubling down on his reputation for reviving declining brands. His latest bold move? Snagging UK-based BrewDog, the once-rebellious craft brewery, for a modest $53 million—a sharp contrast to its heyday valuation of $2 billion when craft beer was synonymous with cool, counterculture vibes. BrewDog, founded by a pair of audacious Scots, James Watt and Martin Dickie, started as a scrappy challenger to the UK’s stuffy beer scene, churning out punk-rock-inspired brews like Punk IPA that flipped the script on traditional lager. But like many rapid risers, BrewDog stumbled hard—overexpansion did it in, with pubs and breweries popping up everywhere from Aberdeen to Las Vegas, debts piling up, and profitability taking a nosedive. Simon, ever the turnaround artist, sees BrewDog as a golden opportunity to blend his Tilray empire’s wellness ethos with beer culture. “I’ve bought declining brands before and turned them around,” he explains with quiet confidence, reflecting on his Hain Celestial days. Now, he’s rallying a “great team,” investing in the brand, and erasing the past negativity—a classic Simon strategy. Imagine the energy: infusing BrewDog’s wild spirit with Tilray’s progressive touch, perhaps even hinting at cannabis-infused options down the line. It’s a narrative of redemption, where a fallen icon gets a fresh lease on life under new stewardship.
Before this deal, Tilray was already making waves as the fourth-largest craft brewer in the US by sales volume, according to the Brewers Association—a testament to Simon’s strategic foothold in the alcohol game. But BrewDog’s network of locations, from its Vegas flagship to spots across the UK and Europe, is a game-changer. Simon isn’t just buying beers; he’s buying access to a global stage. To humanize this, think of Simon as a family man with roots in hospitality—his family office co-owns Lobster Roll, those iconic Hamptons lunch spots where locals and celebrities grab lobster rolls by the seaside. Now, he’s planning pop-up events for BrewDog’s millennial and Gen Z-targeting drinks at places like the Maidstone Hotel in East Hampton and Lobster Roll’s two Hamptons locations. It’s personal; these aren’t just business ventures—they’re extensions of Simon’s life, blending his beachside lifestyle with brewery buzz. LDV Hospitality, another family-linked outfit, adds layers: envision BrewDog beers flowing at high-end NYC spots like Scarpetta and Barlume, and soon at the new Montauk Beach outpost—a 19-room hotel, restaurant, marina, and beach club opening this summer. It’s all interconnected, a web of luxury and leisure where beer isn’t just a drink but a lifestyle enhancer. Simon’s excitement bubbles over: “Taking Montauk Brewing global is exciting. We were going to do it alone, but with BrewDog as a big brother, it’s easier.” He’s not just acquiring assets; he’s weaving in community, family, and future-proof plans, making this deal feel like a heartfelt reunion rather than a cold acquisition.
Simon’s optimism shines even amidst global tensions—like rising anti-US sentiment in Europe due to Trump’s tariffs. He shrugs it off, focusing on the UK’s untapped potential and regional branding. “There’s lots to do with events and sponsorships in Vegas,” he says, eyeing the Lawless flagship as an events hub to showcase all of Tilray’s craft beers—from Mandaloun to Stay Lifted. This fits Simon’s narrative as a resilient builder, undeterred by external noise, just as he pivoted from teas to weed during legal shifts. To humanize him, consider his journey: starting from humble beginnings, building Celestial Seasonings into a household name, then diving into cannabis legalization battles, and now beer. It’s a story of adaptation, where setbacks fuel comeback stories. BrewDog’s rebellious DNA aligns with Simon’s trailblazing spirit—founders who mocked “small-town piss water” beers are now under a leader who sees wellness in every sip. Community events in Vegas could blend BrewDog’s punk ethos with health-conscious vibes, attracting a new generation that craves authenticity. Simon’s in it for the long game, turning challenges into opportunities, and this narrative resonates because it’s real people with real dreams, not just boardroom decisions.
Shifting gears, let’s talk about Philippe Chow, the celebrity-haunted Chinese restaurant that’s risen from New York streets to global stardom. Founded by Philippe Chow himself, the eatery has become a must-visit for VIPs—from Rihanna and Kylie Jenner to Paul McCartney and even Oprah. Imagine the buzz: a place where Peking duck is carved tableside with theatrical flair, and hand-pulled noodles dance like art. Celebrating its 20th anniversary, Philippe Chow just relocated its flagship from East 60th Street to a swankier 10 East 52nd Street spot on Fifth Avenue—a 7,500-square-foot, two-story haven with gilded accents, velvet booths, and a brass-clad staircase that screams glamour. It’s where Fig & Olive used to stand, now transformed into an Instagram paradise with dishes like salt-and-pepper lobster and lychee martinis that light up social feeds. CEO Abraham Merchant describes it as a “celebratory environment” where consistency reigns: staff who’ve been on board for 15+ years ensure every pao chicken or cotton candy baked Alaska feels just right. This humanizes the story—it’s not just a restaurant move; it’s a legacy, a gathering place for life’s big moments, from weddings to impromptu celeb hangouts.
The new space? Breathtaking. Downstairs, a 20-seat bar rubs elbows with an elegant dining room, while upstairs offers private cocktail areas perfect for fashion shows or brand activations. Descend to the wine cellar for intimate dinners accommodating up to 20 guests, with 300 bottles stored for pairings that elevate the experience. Merchant’s pride is palpable: the Nǐ Hǎo concierge program guarantees last-minute reservations for small groups, catering to the elite without the fuss. Altogether, it seats 185 across floors, with the second level handling 100 for grander events. Outposts in Washington D.C., Nashville, Kuwait City, and a Chelsea spot in the Green Hotel add to the empire, each mirroring the flagship’s soul. Merchant credits success to unwavering quality—from food precision to ambiance—that makes diners feel valued, turning one meal into lifelong loyalty. It’s a human tale of dedication, where every chef and server is part of a family, creating memories that linger like the aroma of wok-fried dishes.
Beyond the menu, Philippe Chow’s evolution feels deeply personal—a restaurant born from Chow’s vision, now thriving on human connections. Visitors aren’t just customers; they’re part of a community, from Jay-Z and Beyoncé to Cardi B and Stephen Curry, all drawn by the warmth and wow factor. The relocation symbolizes growth, adapting to changing times while staying true to roots. Merchant’s words echo this: “You are taken good care of, with great food, great atmosphere, and energy.” In a city of fleeting trends, Philippe Chow endures, a beacon of celebration. And as Irwin Simon reshapes beer worlds, and Chow refines dining ones, both stories remind us of entrepreneurship’s pulse—human hearts beating behind bold brands, turning everyday experiences into legends. Whether you’re toasting with BrewDog in Montauk or savoring duck in Midtown, it’s about connection, resilience, and the joy of reinvention.
