INNIS & Gunn’s flagship beer is being promoted over the coming months with its biggest ever marketing campaign.
The Original, a 6.6% ABV Scotch ale which is made using the firm’s bourbon barrel-aging process, was the first beer released by the brewer when it launched in 2003.
The new promotional drive, which runs until November, includes a targeted digital advertising campaign that is expected to reach over three million people.
A major sampling campaign will also target brands and businesses, while collaborations with lifestyle brands are planned for later in the year to showcase the story behind the beer.
In the on-trade, existing Innis & Gunn customers will receive POS materials, including newly-designed branded glassware for the beer.
Described as a complex yet smooth Scotch ale with notes of vanilla, the beer has been given a Grand Gold award six times by consumer quality body Monde Selection since its launch.
David Moule, senior brand manager at Innis & Gunn, said: “The Original is where it began for Innis & Gunn and we love it just as much today as we did when we sold the first bottle back in 2003.
“From day one, it’s set us apart from our competitors and played a key role in recruiting beer lovers around the world in its role as the beer at the heart of our barrel-aged portfolio.
“We’re going to be celebrating our barrel-aged beers in many different ways over the coming months and in particular we’ll be sharing our love for The Original with our fans, customers and a number of exciting collaborators.
“This campaign follows a huge push we put behind our award-winning lager in Glasgow, so we can’t wait to continue the positive momentum behind the Innis & Gunn brand.”