New campaign targets capital's drinkers

Innis & Gunn urges Scots to drink home-brewed lager

Innis & Gunn lager adCraft brewer, Innis & Gunn, has launched a six-figure advertising campaign urging drinkers in the capital to go native and buy home-brewed lager.

The Edinburgh-based company said it was frustrated by Scots drinking lager brewed on the continent and has invested in its first above-the-line campaign targeting those who choose foreign drinks with the slogan: “When in Rome, drink Italian lager…but you’re in Edinburgh.”

The company has bought 29 billboard sites across the city centre, and a handful of taxis to carry the advertising, which was conceived by Dead as We Know It, in conjunction with The Leith Agency.

Innis & Gunn’s incumbent digital agency, Whitespace, has developed a social media campaign enabling drinkers to win pints and bites with their pals: Drink Scottish (Facebook) and #PintPals (Twitter).

Lucy Hine, marketing manager at Innis & Gunn, said the campaign was born out of a frustration with the ubiquity of European imports on Innis & Gunn’s home turf.

“We launched lager two years ago and, from a standing start, now have 260 accounts across Scotland, 53 of which are in Edinburgh.

“The trade are well behind us but there’s still a bit of a way to go in convincing consumers that decent-tasting lagers don’t all come from the continent. This campaign is about letting people know that there is a credible – and great-tasting – local alternative to mass-produced, mass-marketed European lagers.

“Our lager is made in small batches, uniquely using naked Golden Oats for a much smoother mouthfeel, lager malt and large quantities of Super Styrian and Styrian Goldings hops for bitterness and aroma. It’s crisp, refreshing and easy to drink – exactly what lager should be.”

In the trade, Innis & Gunn has installed 100 newly-designed lager fonts and issued bespoke pint glassware, manufactured by Rastal in Germany, who weren’t deterred by the complexity of the design.

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