BrewDog goals to construct on the power and momentum of session IPA within the on-trade, driving pleasure and extra worth into craft beer with its brand-new launch. Wingman is a straightforward ingesting IPA with a gradual boozing altitude of 4.3% ABV, touching down on 2nd October.
Taking inspiration from US craft beer manufacturers, the brand new session IPA goals to cater to the trendy drinker, whereas recruiting new ones via its informal and playful positioning. It additionally introduces a brand new Wingman Eagle character, which can take centre stage throughout all platforms, making the model immediately recognisable.
Receiving a robust score in shopper testing, Wingman delivers session-strength contemporary grassy hops with refined tropical tones of pineapple and lime.
Lauren Carrol, Chief Advertising Officer, at BrewDog PLC, feedback: “We recognise the demand for an uncomplicated, stand-out session-strength IPA, with this type recognized as probably the most invaluable draught craft beer within the on-trade and rising.
“With the present market chief price £155m and seeing excellent development, we really feel BrewDog is properly positioned to problem the class and drive extra worth, due to its main model place and the best buy intent of different craft beer manufacturers. That is bolstered by our analysis, which exhibits that 51% of Craft Drinkers would select BrewDog manufacturers if accessible.
“We’re inserting important funding into the model to make sure Wingman is likely one of the greatest craft beer launches, ever. BrewDog drinkers like to experiment and check out new types, and with its nice tasting liquid, quirky branding and stand-out advertising exercise we’re positive Wingman will rapidly turn into a fan favorite.”
On a mission to construct model consciousness and loyalty, BrewDog is investing closely within the launch from participating glassware, POS and dispense choices. Guaranteeing Wingman can be primed to assist beer gardens and out of doors areas, additional property can be accessible from 2024.
Metropolis centre sampling, a disruptive OOH marketing campaign and social media type the nationwide £3m+ plan, seeing the Wingman character delivered to life throughout all channels and messaging together with ‘Convey out the Wingman’ and ‘The eagle has landed’ – the Eagle can be laborious to overlook!
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