Scottish brewer Innis & Gunn has announced plans to drive growth in the U.S. market through new packaging and increased brand and marketing investment.
The Original and Caribbean Rum Cask beers will now ship in a new 6-pack, 330-ml. bottle format.
These replace the existing 4-pack, 330-ml. bottle packaging.
Both beers, The Original and Caribbean Rum Cask (formerly Blood Red Sky), will also now come in clear glass bottles, showing off the liquid inside.
The bottles are embossed, highlighting the Innis & Gunn brand name and home city of Edinburgh. Additional details intend to emphasize the premium nature of the brand, including gold foil, embossed print and watermarks.
Subtle language updates have also been added, with the goal to better reflect Innis & Gunn’s brewing style and provenance. And the labels now feature the signature of Master Brewer Dougal Gunn Sharp, and an “approved by” signature, which was awarded to Innis & Gunn team member Jeremy Houston to mark his decade with the business.
To further support the redesign, new pack format and U.S. market growth plans, Innis & Gunn has invested significantly in marketing, the company says, 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 U.S. is a key part of our growth strategy,” says Sharp. “Our award-winning, premium beers will be available to U.S. consumers and retailers in a format that they know and like, and I look forward to bringing our innovative beers to new drinkers.”
“Those already familiar with Innis & Gunn will notice a new look across the Originals range, which has been introduced across all key markets around the world and has been very well received,” Sharp continues. When researched, the new design drove 74% purchase intent among target beer drinkers,” he adds.
The Original is a single malt whisky-cask matured golden beer which launched in 2003. It’s 6.6% ABV. The suggested retail price is $11.99 per 6-pack.
Caribbean Rum Cask is Scottish red beer matured in Caribbean rum casks. At 6.8% ABV, the suggested retail price is $11.99 per 750-ml. bottle of this beer.