BrewDog is aiming to shake up the beer aisle with the rollout of its new session IPA, Wingman (ABV 4.3%).
The brand touches down in the impulse channel this month, following an initial launch into grocery at the end of last year.
In a shift from the brand’s headline design, the new Wingman packs have been designed to stand out on-shelf. Taking inspiration from US craft beer brands, BrewDog stated that its new session IPA aims to cater to the modern drinker while recruiting new ones through its casual light-hearted positioning. It also introduces a new Wingman Eagle character, which will take centre stage across all platforms, aiming to catch shoppers at the point of purchase and drive impulse sales.
Formats available include single 440ml can (RRP: £2.50), 4x 330ml can multipack (RRP: £6.25) and 12x330ml can (RRP: £16.50).
Lauren Carrol, Chief Marketing Officer at BrewDog, commented: “We’ve recognised a gap in our portfolio, with Session IPA identified as the most valuable draught craft beer in the on-trade and growing. With its leading position and the highest purchase intent of other craft beer brands, BrewDog is well-placed to challenge the category in the off-trade and drive additional value growth.
“We are placing significant investment into the launch and anticipate Wingman will become our biggest launch of the year. Our shoppers love to experiment and try new styles, and with its great-tasting liquid, quirky new packs and stand-out marketing activity we are sure Wingman will quickly become a fan favourite.”
BrewDog is supporting the rollout of Wingman with city centre sampling, an OOH campaign and social media activity as part of a £3m investment. The Wingman character will brought to life across all channels with messaging including ‘Bring out the Wingman’ and ‘The eagle has landed’.
