Main Menu

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.

Share The News Tweet about this on TwitterShare on FacebookShare on Google+Email this to someoneShare on LinkedIn





Leave a Reply

Your email address will not be published. Required fields are marked as *

*