Innis & Gunn launches intriguing new campaign for award-winning Lager Beer

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Scotland’s no.1 craft lager brand, Innis & Gunn, has unveiled its most intriguing campaign to date, If You Know, You Know. 

If You Know, You Know will form the brand’s first ever long-term campaign idea and is set to be rolled out across Innis & Gunn’s portfolio of premium beers.

The terminology neatly encapsulates the approach the brewer has always taken to its beer and marketing – letting the liquid do the talking. 

Kicking off with a summer campaign, the innovative brewer aims to intrigue new drinkers to try its award-winning Lager Beer, while rewarding their loyal lager lovers already ‘in the know’.

Stemming from the premium quality and authentic attributes of Innis & Gunn, the campaign creative confidently showcases the details and personality that make Innis & Gunn Lager Beer Scotland’s Best; from its enticing look to iconic glassware and above all, its exquisite taste.

The bold and beautiful visuals place the appetising appeal of Innis & Gunn’s Lager Beer centre stage; showing off the golden glow of the liquid, refreshing bubbles and cool condensation, that altogether make for an impressively enticing pint. 

The integrated campaign will debut Scotland-wide for five weeks featuring intriguing pop-up activations, interactive social and digital activities plus eye-catching out-of-home advertising. 

With Lager Beer growing +34% year-on-year in UK multiple grocery retail, the campaign signals Innis & Gunn’s continued growth trajectory, further cementing the brand’s premium positioning as a brewer of exceptional beer. 

Dougal Gunn Sharp, founder and master brewer of Innis & Gunn, said: “If You Know, You Know epitomises Innis & Gunn’s attitude to the marketing of our beer. We’ve never felt the need to show off or try too hard to tell people how great it tastes – we’ve always let our beer do the talking – and our success over the years demonstrates that.

“Our summer campaign will showcase our award-winning Lager Beer in intriguing and interesting ways, which will build continued advocacy – rewarding our loyal fans, those who are already ‘in the know’, whilst creating intrigue with new drinkers yet to try.

“Innis & Gunn Lager Beer has performed incredibly well in the off-trade over the last year and we hope this high profile new campaign will further support our retail partners.”

If You Know, You Know is Innis & Gunn’s biggest campaign of the year so far and follows a successful string of marketing campaigns including The Drum Roses Awards gold-winning Recommenders.