Can you help us get more eyeballs on our beer?
Innis & Gunn is a pioneering Scottish craft brewer known for its innovative approach to beer-making. Best loved for its barrel-aged brews and premium lagers, the brand has garnered numerous awards and a loyal following.
100K+ views on social across videos
OUR
CREATIVE
PROCESS
Innis & Gunn approached us to amplify their brand recognition, particularly highlighting the quality of their Scottish-brewed lager. Our research revealed many consumers favoured lagers branded as continental, even if not authentically so. To challenge this perception, we conducted a UK-wide survey, uncovering that 90% of Brits have been misled by beer branding, with only 8% aware certain ‘continental’ beers are brewed domestically.
Leveraging these insights, we crafted the “Iññez & Gunn” campaign—a playful nod to consumer misconceptions. We rebranded Innis & Gunn’s flagship lager as a ‘Spanish’ cerveza, complete with new labeling. To bring this to life, we hosted a vibrant Spanish-themed event on Edinburgh’s Princes Street, featuring a flamenco performance by TuFlamenco and distributing 500 bottles of the rebranded beer to attendees.
This experiential stunt was designed to provoke thought and ignite conversations about authenticity in beer branding, reinforcing Innis & Gunn’s commitment to transparency and quality.
Insight-driven creativity translates to tangible buzz
Insight-driven creativity translates to tangible buzz
Memorable moments
Crafting a playful rebrand of the lager was one of the highlights of the project. The custom packaging and media kits added an extra layer of fun to the campaign and gave journalists something memorable to talk about.
Watching the surprise (and laughter) on the faces of pub-goers when they discovered they’d been enjoying a “fake” Spanish beer was a standout moment. It was the perfect way to showcase how beer marketing can influence perception.
The stunt gained immediate traction, with major publications like Metro, LADbible, and The Grocer covering the story. Seeing our campaign headline national news and dominate social media feeds was a proud moment for both our team and the brand.
Peeling off the ‘Span-ish’ label to unveil the playful rebrand underneath, showcasing the creativity and humour behind the stunt.
Capturing the moment beer lovers realised their ‘Spanish’ lager was actually Innis & Gunn, with smiles all around as they enjoy their free beer.
Our team celebrating a successful collaboration with TuFlamenco, bringing authentic Spanish flair to the campaign.
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Beer fans are just realising this ‘continental’ brew isn’t all it seems
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Beer drinkers shocked to discover baffling fact about Birra Moretti and Madri
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Innis & Gunn founder rails against ‘mirage’ of continental beer marketing
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Innis & Gunn launches ‘totally Spanish’ lager in playful homage to Brits’ love of continental beer
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Popular beer brand tricks Edinburgh pubgoers with fake labels
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‘It feels like a scandal – drinkers are being duped by fake continental lagers’ says top brewer
“Story Shop quickly understood the value in our brand’s authenticity and that great, award-winning beer is being made right here in the UK. Their response with “Innez & Gunn” to call-out faux international brands was disruptive, humorous, and strategically on-point. A talented team, doing great work, getting great results.”
Robb Hamlin
Head of Marketing (UK)
25+ pieces of coverage
