SCOTTISH brewers highlighted several elements of Scotland’s brand image as being important to their business, according to VisitScotland’s ‘the growth of craft beer and the Scottish tourism industry’ report.
Areas highlighted include:
• quality and trust – affiliation with Scotland as a tourism product has worldwide association with quality in terms of tourism product. Exporting world-renowned quality products has helped to establish Scottish food and drink products as quality, trusted products.
• scenery and landscape – a number of Scottish craft brewers use either national or local landmarks in order to portray their product’s brand story. This further emphasises the importance of brewers who use this imagery in order to link with the Scottish tourism product.
• heritage – the use of Scottish words or phrases help to build upon the Scottish brand image as well as convey the story of the products; this may be in the name of a particular beer or ale. Some brewers will provide context to the product’s background in order to help the consumer identify the product with a particular event or place. This helps to create an emotion or feeling with the product that, in turn, creates brand loyalty.