Canada: Innis & Gunn is one of the fastest growing national beer brands in Canada
Innis & Gunn, the Edinburgh-based brewer set up just three years ago, is poised to become the number one Scottish beer brand in liquor stores across Canada as the firm continues its overseas expansion drive, The Evening News posted June 05.
Speaking on his return from a whistle-stop promotional tour of key Canadian cities, Innis & Gunn managing director Dougal Sharp revealed that the city firm was on track to sell 50,000 cases in the world's second-largest country this year.
The company's award-winning oak aged ale, which has been joined by a draught version available in selected bars, continues to attract new drinkers, with strong sales growth reported in Sweden and Denmark. An assault on the Finnish beer market has also just begun.
Mr Sharp, who spent eight years as head brewer at the Caledonian Brewery, which was founded by his father Russell, said: "We pushed into Canada quite extensively during 2005 but because we were establishing the market there volumes were fairly minimal. This year the market has come alive.
"Innis & Gunn is now one of the fastest growing national beer brands in Canada - distributed from coast to coast.
"We will be the leading Scottish beer in liquor stores by the end of this year, which is quite an achievement.
"The Liquor Control Board of Ontario are also going to be taking a limited edition beer from us which has special packaging and will sell at CA$ 4.95 [£2.40] a bottle."
Mr Sharp's promotional legwork certainly seems to have paid off, with the brand gaining extensive local newspaper, television and radio coverage.
"We have been working really hard to raise consumer awareness," the chemistry graduate added.
Innis & Gunn launched its oak aged brew in summer 2003 after discovering that a beer used by distiller William Grant to season the inside of its whisky casks was being discarded afterwards.
After being "shocked by how good it was", Mr Sharp decided to develop the idea and set up what is, in effect, a "virtual" brewing business - with all of the functions out-sourced.
The Caledonian Brewery produces the beer to Innis & Gunn's exacting standards before it goes into special oak barrels - hand selected in the United States prior to being imported to Scotland.
Oak Aged Beer goes through a 77-day maturation process, which is ten times the national average for ales.
Mr Sharp said he is determined to see Innis & Gunn, in which William Grant has a majority stake, grow into a global brand.
He added: "We have a programme of reviewing export markets and next year we will be looking to move into new areas.
"However, you have to tread carefully. We are a young business and don't want to overstretch. The key is to be able to service existing markets and give them the right focus to allow them to grow."
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