WINGMAN FLIES INTO THE BREWDOG HEADLINE RANGE


BrewDog aims to build on the strength and momentum of session IPA in the on-trade, driving excitement and additional value into craft beer with its brand-new launch. Wingman is an easy drinking IPA with a steady boozing altitude of 4.3% ABV, touching down on 2nd October.

Taking inspiration from US craft beer brands, the new session IPA aims to cater to the modern drinker, while recruiting new ones through its casual and playful positioning. It also introduces a new Wingman Eagle character, which will take centre stage across all platforms, making the brand instantly recognisable.

Receiving a strong rating in consumer testing, Wingman delivers session-strength fresh grassy hops with subtle tropical tones of pineapple and lime.

Lauren Carrol, Chief Marketing Officer, at BrewDog PLC, comments: “We recognise the demand for an uncomplicated, stand-out session-strength IPA, with this style identified as the most valuable draught craft beer in the on-trade and growing.

“With the current market leader worth £155m and seeing outstanding growth, we feel BrewDog is well placed to challenge the category and drive additional value, thanks to its leading brand position and the highest purchase intent of other craft beer brands. This is reinforced by our research, which shows that 51% of Craft Drinkers would choose BrewDog brands if available.

“We are placing significant investment into the brand to ensure Wingman is one of the biggest craft beer launches, ever. BrewDog drinkers love to experiment and try new styles, and with its great tasting liquid, quirky branding and stand-out marketing activity we are sure Wingman will quickly become a fan favourite.”

On a mission to build brand awareness and loyalty, BrewDog is investing heavily in the launch from engaging glassware, POS and dispense options. Ensuring Wingman is also primed to support beer gardens and outside areas, further assets will be available from 2024.

City centre sampling, a disruptive OOH campaign and social media form the national £3m+ plan, seeing the Wingman character brought to life across all channels and messaging including ‘Bring out the Wingman’ and ‘The eagle has landed’ – the Eagle will be hard to miss!

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