Spotlight on the No.6 and No.7 top Scottish alcohol brands of 2022 featuring the nations favourite craft beers
6. Brewdog
SCOTLAND has a long and proud history of producing incredible, hand-crafted drinks – with global recognition for our whiskies.
And the bosses at BrewDog reckon that’s why craft beers are so popular north of the Border.
The Aberdeenshire-based firm was so confident in the taste of its beers that, earlier this year, it introduced the BrewDog Guarantee – offering shoppers the chance to claim back the full pack price if they were not satisfied.
Rolled out across grocery and convenience, the guarantee was available on BrewDog’s headline range and promoted on four-packs of Punk IPA, Lost Lager, Hazy Jane, Elvis Juice and Planet Pale.
Multipacks are a key driver for category growth and BrewDog focused on larger mid-size multi-packs, as they have become more commonplace for consumers.
BrewDog Punk IPA – the number one craft beer brand – is available in multiple formats, including single cans, four-pack, eight-pack and 12-pack, making it accessible for shoppers in all channels.
The brand’s mixed packs have also been a good way of encouraging more consumers to get into craft beers. The company’s research shows that 50% of first-time purchases come from multi-packs, and larger mixed formats significantly over-index with the uninitiated.
BrewDog head of customer marketing Alex Dullard said: “By working with our customers to increase distribution of these formats, we have been able to engage more shoppers to trade up in weight of purchase and encourage them to return to the category.”
Looking to the future, the brand aims to attract more people to craft beer through its recently introduced Lost Lager.
It’s also focusing on its core range and driving distribution in the impulse channel by having the right pack formats for all occasions, and aims to boost alcohol-free sales.
7. Innis & Gunn
Craft beer maker Innis & Gunn is certain that the popularity of its award-winning lager is a key factor in its continued success as a leading Scottish alcohol brand.
That was supported by an on-pack promotion giving consumers the chance to get their hands on a free branded glass.
But the company is also really pleased with the feedback it has had about its zero-alcohol, vegan-friendly Lager Beer 0.0.
Innis & Gunn marketing director Fiona Kennie said: “In under a year since its launch, our 4x440ml SKU has made great inroads in the low-no category.
“We wanted to brew a beer that delivered on the award-winning flavour of our Lager Beer with its distinctive, smooth finish but with 0.0% alcohol. We focused on promoting the brand this year and we’re delighted it’s among the top five in Scottish off-trade low-no.”
Other highlights have included new limited editions launched to meet consumer demand, including the Islay Whisky Cask beer created in collaboration with Laphroig.
Innis & Gunn reckon it’s a must-stock for all retailers for 2023, particularly at gifting periods such as Father’s Day.
Original campaigns helping customers and raising brand awareness included Pints to the People and Random Acts of Pintness.
View the full top 10 list with data provided by Kantar via the link below:
