Innis & Gunn has unveiled a vibrant updated design for their award-winning Lager Beer and secured significant additional national listings for their premium brew across both the Scottish and English off trade.
The design evolution of the Lager and IPA range (Session IPA, Mangoes on the Run, and Gunnpowder IPA) is part of the brewer’s ongoing growth plans for the beers, which have accelerated rapidly in recent years and hold an increasingly important role in the portfolio.
The refreshed packaging cements Innis & Gunn’s premium positioning whilst retaining the strong, distinctive identity which helps to differentiate the beer brand in a competitive category. Vibrant and modern, the new look elevates existing core design elements, such as the carefully crafted flourishes, whilst retaining signature colourways. There is a crafted layout of tasting notes and quality cues in bolder font, further highlighting the premium nature of the brewer and beer inside.
Consumer research was conducted across the UK and in the key market of Canada, with a resoundingly positive response to the new design across core objectives of modernity, shelf standout and desire to purchase.
No changes have been made to the award-winning brews themselves, with Innis & Gunn Lager Beer most recently being awarded a star at the 2021 Great Taste Awards, adding to other accolades achieved in the year at Monde Selection and the International Beer Challenge. Both Session IPA and Mangoes on the Run were recognised at the 2021 Beer Masters awards.
The new look range will begin to appear on shelves from this month and in a much larger scale, thanks to a host of new listings secured nationally, across both Scotland and England.
In Scotland, Innis & Gunn’s Lager Beer is the country’s number one craft beer brand and a new, larger pack format has been introduced to meet consumer demand. The 15-pack 440ml can format will be available in over 30 Tesco stores and almost 30 Sainsbury’s stores across Scotland, in addition to other smaller SKUs.
In England, Innis & Gunn’s Lager Beer in 4x440ml can format will now available across almost 500 Tesco stores. These new listings will play a key role in the brewer’s ambitious growth plans to expand further into England, where Innis & Gunn’s Lager Beer is also available in over 180 ASDA stores and over 160 Waitrose stores.
Increased availability of Innis & Gunn’s Lager Beer comes as recent stats show Innis & Gunn is ranked number one for Rate of Sale in craft lager in the UK off-trade.
A host of new POS featuring the updated design is available for the on-trade, including new lenses, bar runners, drip mats and t-shirts.
Dougal Gunn Sharp, Founder and Master Brewer, Innis & Gunn Said: “The new look for our Lager Beer and IPA range is bold, vibrant and premium and better matches the award-winning beer inside. This portfolio of beers has become so recognisable for their flourishes and colourways, we wanted to evolve, elevate and modernise as we continue to push forward with our ambitious growth plans, of which this activity is a key part.
“The significant new listings secured for Lager Beer in England and for our new 15 pack format in Scotland are a further step forward for Innis & Gunn and I’m sure the new designs will standout even stronger on shelf. The recent launch of our 0.0% Lager Beer has also been very well received and we are pleased to be able to add our quality offering to the increasingly popular category.”
 Nielsen MAT to 25/09/21
 Nielsen MAT to 25/09/21
About Innis & Gunn: www.innisandgunn.com
Since its foundation in 2003, Scottish brewer Innis & Gunn has grown to become one of the UK’s most successful craft beer businesses. Using innovative techniques including oak cask maturation, Innis & Gunn brew multi-award-winning beers including the flagship ‘The Original’ and Innis & Gunn Lager Beer, recently awarded at The Great Taste Awards. The brewer’s portfolio also includes a range of IPA’s and a line of bespoke limited-edition brews which demonstrate quality, innovation and craft.
Follow Innis & Gunn: Twitter: @innisandgunn Instagram: @innisandgunn_
Press release from Innis & Gunn
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