Brewer’s clear view for growth

Branding revamp across Innis & Gunn’s Originals range

CLEAR glass bottles to showcase the colour of the beers and new-look branding are being rolled out by brewer Innis & Gunn.

The refreshed packaging will feature across Innis & Gunn’s Originals range, which comprises flagship beer The Original (a 6.6% ABV single malt whisky cask-matured golden beer which launched in 2003), 6.8% ABV Caribbean Rum Cask (previously named Blood Red Sky) and Irish Whiskey Cask – a Scottish stout which was previously a limited edition annual release and is now available year-round.

Each of the beers will be available in a clear glass bottle embossed with the Innis & Gunn brand name.

The redesigned labels feature the signature of founder and master brewer, Dougal Gunn Sharp, and an ‘approved by’ signature, which was awarded to Innis & Gunn team member Jeremy Houston to mark his decade with the business; there are said to have been “subtle language updates” made on the labelling in a bid to “better-reflect Innis & Gunn’s innovative brewing style, provenance, and consumer understanding”.

The refreshed branding has also been rolled out to draught Innis & Gunn The Original, and new point of sale distributed in the on-trade.

Sharp said the packaging revamp is “at the core of Innis & Gunn’s overall growth strategy”.

“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.

“There is no change to the beers themselves in terms of taste or the methods we use to brew them. Our drinkers love our beers and Innis & Gunn performs well around the world, so there is absolutely no need to change their recipes.

“We believe this rebrand simply brings our packaging in line with the quality of beer within the bottle. We are extremely proud of the beer we make.

“Each of our Originals is just that – original. The new look is standout both in its design and its confidence. We are clearly showing the different liquid colours of our beers, better describing their provenance and our innovative brewing methods and we are sure this will be welcomed by current and new drinkers alike.”

The redesign comes after Innis & Gunn formed a new partnership with Tennent’s parent company C&C Group in January 2021, which saw C&C take a minority stake in Innis & Gunn and handle the sale and distribution of its beers to the independent on-trade across the UK and Ireland. Innis & Gunn continues to sell its products directly to national pub chains and the off-trade.

In April of this year, Innis & Gunn launched Islay Whisky Cask – a limited edition beer in collaboration with Islay single malt Laphroaig. Just 3400 bottles of the 7.4% amber ale, which is slowly matured in Laphroaig 10 year old casks, were released.