Scottish brewer Innis & Gunn has announced plans to drive growth in the US market through new packaging and increased brand and marketing investment.
The Innis & Gunn flagship line in the US is the Originals range, which includes The Original and Caribbean Rum Cask. The range will now be available in a new 6x330ml bottle pack format, replacing the existing 4x330ml bottle pack.
The range has also recently enjoyed a packaging update which focuses on the brewer and the beers’ quality and premium brand positioning. Both beers will now be available in clear glass bottles.
The bottles are embossed, highlighting the Innis & Gunn brand name and home city of Edinburgh. Additional details have been added to emphasize the premium nature of the brand – including gold foil, embossed print, and watermarks. Subtle language updates have also been made to better reflect Innis & Gunn’s brewing style and provenance.
As a final touch, the labels feature the signature of Master Brewer Dougal Gunn Sharp and an ‘approved by’ signature, which has been awarded to Innis & Gunn team member Jeremy Houston to mark his decade with the business.
To further support the redesign, new pack format and US market growth plans, Innis & Gunn is investing in marketing, including dedicated PR, digital and social media campaigns. The brewer has also recruited additional staff who will directly support the market.
“Innis & Gunn has big ambitions and rollout in the US is a key part of our growth strategy. Our award-winning, premium beers will be available to US consumers and retailers in a format that they know and like and I look forward to bringing our innovative beers to new drinkers,” said Dougal Gunn Sharp, Founder and Master Brewer, Innis & Gunn.
“Innis & Gunn’s new look for the Originals range is standout. The new look is confident and premium, reflecting the quality beer inside, and we are sure this will be welcomed by American retailers and consumers alike,” said Justin Fisch, President of U.S. Beverage, responsible for sales, marketing and management of Innis & Gunn in the United States.
During the 2021 Global Monde Selection Quality Awards, The Original received the Prize of the Jury, meaning it was the unanimous coup de coeur or Jury favorite across the category spanning all beers, waters and soft drinks. At the same time, each of the beers in the Originals portfolio was also awarded Grand Gold.