Innis & Gunn Repositioning, Rebranding

Scottish craft beer brand Innis & Gunn will simplify its product line and refresh its packaging, focusing on core styles and the seasonal favorite, Irish Whiskey Cask

Based on feedback from the U.S. market, Innis & Gunn has decided to simplify its packaging with a focus on the casks in which the beer is matured, and offer flagship styles that remained consistent over the years: The Original – Scotch Whisky Cask, Caribbean Rum Cask, and Irish Whiskey Cask, their seasonal style launching this month, in time for St. Patrick’s Day.

“We recognize that the US beer market is both larger and more complex than other markets,” says Crawford Sinclair, Innis & Gunn sales director for the U.S. “We want to focus our packaging around flavor styles and unique cask maturation – the latter of which we are a renowned global authority — clean and simple design and messaging will help us stand out amongst a noisy and cluttered beer shelf.”


Innis & Gunn’s seasonal Irish Whiskey Stout is in markets now in 4-packs. The refreshed packaging designs for both The Original and Blood Red Sky are starting to hit shelves and will be available year-round in 4-packs.

Draft will also be available for The Original Scotch Whisky Cask in 50-L barrels.


“Retailers and distributors are overwhelmed by the number of styles and new product launches emerging each year,” says Kris Sjolander, VP of brand development for United States Beverage, Innis & Gunn’s importer. “We decided to focus Innis & Gunn’s offerings this year to highlight 3 different styles with a history of success among our consumer base: a scotch whisky barrel ale, a rum barrel red beer and an Irish whiskey barrel aged stout.”


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