Makeover for craft selection

Brewer reveals new ‘unifying’ look across its core beer range

The new look for the Innis & Gunn range
The new look for the Innis & Gunn range is inspired, in part, by the brand’s lager packaging.

CRAFT brewer Innis & Gunn has unveiled a new look for its core barrel-aged and craft beers which is intended to ‘unify’ the range.

The new packaging is said to mark a return to the brand’s roots, with the 100% bourbon barrel-aged Original beer leading the relaunch.

The packaging design is also a nod to the success of Innis & Gunn Lager, launched in 2015, which first introduced the brand’s distinctive swirl design.

A nationwide rollout of the new-look products began in the UK last month and will be replicated in international markets from early 2018.

The redesign will run across all bottle, can and draught formats as well as branded glassware and point of sale materials with the aim of giving the brand greater visibility and standout in both the on and off-trade.

Dougal Sharp, founder and master brewer of Innis & Gunn, said: “The new look for Innis & Gunn in store and in bar is designed to share our story and craft credentials with consumers, reflecting our unique position at the centre of craft brewing tradition and innovation.”

The move comes after a successful year for the brewery.

In September, it accepted a £15 million investment from US venture capital firm L Catterton in exchange for a 28% stake in Innis & Gunn.

The firm has also released a new variant for the festive season, Innis & Gunn’s Frank & Sense.

The Christmas limited edition beer is a 5.8% ABV ale, described as golden in colour and “packed full of lovely hop and malt character” with a warming and balanced finish.