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1st December 2011

Innis & Gunn launches new website

Top British Chefs Show Their Love of Beer and Food

Consumers in the UK are now able to appreciate the unique and complex character of Innis & Gunn online as the independent specialty brewer has launched the first phase of its new website:

The multi-award-winning innovator of oak-aged beers appointed independent digital communications agency, Dog Digital, to undertake the build, which includes bespoke features and functionality to bring the brand to life and engage with beer enthusiasts and curious characters alike. The project was part funded by Scottish Enterprise.

At the heart of the site is an animated brand story, which guides the user through the history of Innis & Gunn. At the heart of the brand is the food section, which features exclusive food-and-beer-matching recipes alongside video tutelage from three rising stars on the British restaurant scene: Mark Hix, owner of the eponymous HIX restaurants, Tom Kerridge from The Hand & Flowers in Marlow, and Neil Forbes, head chef at Cafe St Honoré in Edinburgh – the first of many chefs to collaborate with the brewer on the site.

Neil said: “I was delighted to be asked to cook a dish for the new Innis & Gunn website. They make fabulous beer – a true taste of Edinburgh. It’s also remarkably versatile for use in the kitchen. Great in a stew, and I’ve also developed an ice-cream. But you can’t beat drinking it!”

The Snug, a custom-built flash-enabled social media aggregator that reels in any mention of Innis & Gunn on the web, is another multimedia tool that was designed specifically for the brewer to show how characters across the world are talking about Innis & Gunn. And, for those who want to know where they can savour a nicely chilled bottle or half-pint of Innis & Gunn wherever they are in Britain, there’s an interactive pin map, which highlights local on-trade stockists.

In the New Year an e-commerce platform will go live, enabling Innis & Gunn drinkers in the UK to buy direct from the brewer all core products, merchandising and, for the first time, limited editions for the export market. Over time, the company will roll out the site, with market-specific content, to Sweden, Canada and the US where the beer continues to grow in popularity.

Commenting on the new site, managing director of Innis & Gunn, Dougal Sharp said: “When we set on this project, creating the right feel and environment was really front of mind for us. We wanted users to go away feeling that they had both enjoyed and learned something during their visit and would tell others about the experience.

“Our beer is all about flavour and character and that was what we wanted to inject into all the component parts of the site, from the written content to the brand animation and chef videos. Beer and food is a movement we have been at the forefront of since we started and it’s therefore a central feature of the site. We’ve already had interest from other exceptional chefs to be part of the site because they are genuine fans of Innis & Gunn and supporters of beer and food. It’s all very exciting.”

Ranked number four* in sales volume and value in the specialty beer category in the UK off-trade), Innis & Gunn has enjoyed average growth of 49% YoY since its formation in 2003. It is the best-selling** British bottled beer in Canada, and number two bottled import ale in Sweden***.

Innis & Gunn has three core products in its range: Original, Blonde and Rum Finish, as well as many Limited Edition beers. It is available in seven countries globally (UK, US, Canada, Sweden, Ireland, Finland and Norway).

– Ends –

Notes to Editor
*Source: Neilson July 2011
**Source: PMA trade audit 2011
***Source: Systembolaget August 2011

Innis & Gunn was first established in 2003 as a joint venture with a leading drinks firm, who had approached Dougal Sharp, then head brewer at Caledonian, to create a beer that would lend the perfect finish to a Cask Ale Reserve whisky. The beer was too good to throw away so Innis & Gunn (the middle names of Dougal Sharp and his brother Neil) was formed. Dougal led an MBO in January 2008 and the business is now under private ownership.

Dog Digital is an independent digital communications agency, set up in 1996, specialising in web development, online advertising and search marketing. Clients include Adobe Europe, /dF Concerts, Skills Development Scotland, ScottishPower, NHS24, the SPL and VisitScotland

For further information on Innis & Gunn please contact:
Steph Middleton / Rory Steel, 07515 738605 / 07714 455950