Innis & Gunn takes home gold for Edinburgh Tattoo partnership

Innis & Gunn has been awarded one of the top prizes at the European Sponsorship Awards for its partnership with The Royal Edinburgh Military Tattoo.

The Scottish brewer was awarded first place within the Awards’ Arts & Culture sponsorship category, in recognition of “two iconic brands coming together in a first-class sponsorship of an internationally renowned spectacle rooted in Scottish tradition”.

The objective of Innis & Gunn’s sponsorship of The Royal Edinburgh Military Tattoo in 2022 was to create a phenomenal customer experience – and enable it to take its flagship beer, The Original, and award-winning Lager to a quarter of a million ticket holders over the month of August.

The partnership even made history it was the first time The Royal Edinburgh Military Tattoo had been licensed in its 72 years of running.

Commenting on the win, Innis & Gunn’s founder, Dougal Gunn Sharp, said: “The huge success of this inaugural year of our partnership is a testament to the shared vision and incredible talent both at Innis & Gunn and The Royal Edinburgh Military Tattoo.

“Our beers are known across the world for their originality and creativity. Working with the Tattoo has enabled us to bring our creative vision and award-winning beers to new drinkers who, for the first time, are able to enjoy Scotland’s most iconic beer, at Scotland’s most iconic event, in Scotland’s most iconic location.

“We are passionate about our commitment to our local community and are already planning how we can elevate the experience even further at this year’s show.”