Innis & Gunn Brewery Taprooms toast festive success
Scottish craft brewer Innis & Gunn is toasting the successful revamp of its retail estate which has delivered strong sales growth across the festive period.
The brand currently operates three venues in Scotland: Glasgow, Dundee and Edinburgh. December sales were up 16% across the board, aided by a 35% year-on-year uplift in festive covers and 42% increase in Christmas gifting. Sales of Innis & Gunn Brewery Fresh Tank Lager across the three bars also grew by 17%.
Following the success of the relaunches, Innis & Gunn intends to expand its retail portfolio in 2020 and is currently on the lookout for suitable sites across Scotland.
A further Brewery Taproom will also be opened in 2021 at the new Innis & Gunn Brewery in Edinburgh, the crowdfund campaign for which is still live. Investments start at £20 with benefits including 10-20% discounts and a free birthday pint at any Innis & Gunn Brewery Taproom.
Steve Drew, Retail Operations Director at Innis & Gunn, said: “Our festive dining and gifting campaign has been a great success. Our three venues delivered 16% like-for-like growth in December with a 35% increase in festive bookings and a 42% increase in Christmas gifting. These are results that the team can really be proud of and are a testament to the hard work they put in every day.
“It’s clear from both the sales results and amazing feedback we’ve received from customers that the refurbishment programme of our bars has been a hit with our existing fans and also recruited a raft of new supporters. We’re looking forward to welcoming even more of them through the doors in 2020.”
The transformation of the retail arm of Innis & Gunn’s business from ‘Beer Kitchens’ to Innis Gunn Brewery Taprooms was completed in August 2019. The brewer made investments across the three properties, fully renovating each and dialling up the beer range, brand personality and food offer which champions local suppliers. Plant-based food and '£5 before 5' lunch menus have also proven popular.
Freshly installed Brew Rooms now host Innis & Gunn’s credited Brew Schools and beer tastings as well as being available for private dining and meetings. Brew Schools have helped drive the purchase of gift vouchers which have contributed to the overall sales uplift.