Innis & Gunn has unveiled a new look for its ‘Originals’ range, led by its flagship beer, ‘The Original’.
The ‘Originals’ portfolio includes ‘The Original’, ‘Caribbean Rum Cask’ (formerly named Blood Red Sky) and ‘Irish Whiskey Cask’.
Each of the beers will now be available in clear glass bottles so consumers can clearly see the colours of the beer inside. The bottles themselves are embossed, highlighting the Innis & Gunn brand name and the brewer’s home city, Edinburgh.
In research, target drinkers responded well to the redesign and repackaging with 74% stating intent to purchase.
The brewing methods and the beers themselves will not change.
The new bottles will roll out from June, with Original and Caribbean Rum Cask available from Bestway, Booker and JW Filshill. Irish Whiskey Cask will be available from July.
To coincide with the redesign, a new 4 x 330ml basket pack of ‘The Original’ has been launched, part of the brewer’s move out of plastic packaging.
The new designs are at the core of Innis & Gunn’s overall growth strategy and a principal output of a large-scale brand positioning review over the last year.
Dougal Gunn Sharp, Founder and Master Brewer, Innis & Gunn said: “Our new look ‘Originals’ range, led by our flagship beer, ‘The Original’, is another step forward for Innis & Gunn. We have big ambitions and this packaging update supports our growth strategy, especially as we look to roll-out in England, bringing our premium beers to new drinkers.”
The packaging update follows a strong year for Innis & Gunn, whose sales in the UK off-trade increased almost 30% YOY and its e-commerce platform saw a 900% YOY sales surge.