Following an initial launch into grocery at the end of last year, BrewDog has launched its new 4.3% ABV session IPA, Wingman, into the impulse channel.
Formats available include single 440ml can (RSP £2.50), 4 x 330ml can multipack (RSP £6.25) and 12 x 330ml can (RSP £16.50).
Taking inspiration from US craft beer brands, Wingman 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 in a national £3m+ marketing campaign.
The campaign includes city centre sampling, out-of-home advertising and social media activities, with messaging including ‘Bring out the Wingman’ and ‘The eagle has landed’.
Following its initial launch into grocery, Wingman is now the number one four-pack in craft beer by rate of sale.
Lauren Carrol, Chief Marketing Officer at BrewDog PLC, 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 sure Wingman will quickly become a fan favourite.”
