Edinburgh brewer urges consumers to drink Scottish
Scottish brewer Innis & Gunn has launched its first-ever outdoor advertising campaign in its hometown to remind drinkers: “when in Rome, drink Italian lager…but you’re in Edinburgh”.
The brewer said it had committed a “six-figure” sum to the advertising campaign that will promote its lager on billboards and taxis around the city.
Marketing manager Lucy Hine said: “We launched lager two years ago and, from a standing start, now have 260 accounts across Scotland, 53 of which are in Edinburgh.
‘The trade is well behind us but there’s still a bit of a way to go in convincing consumers that decent-tasting lagers don’t all come from the continent.
“This campaign is about letting people know that there is a credible and great-tasting local alternative to mass-produced, mass-marketed European lagers.
“Our lager is made in small batches, uniquely using naked Golden Oats for a much smoother mouthfeel, lager malt and large quantities of Super Styrian and Styrian Goldings hops for bitterness and aroma. It’s crisp, refreshing and easy to drink - exactly what lager should be.”