BrewDog introduces session IPA Wingman into the impulse channel

BrewDog has introduced a new session IPA, Wingman (4.3% abv), into the impulse channel following an initial launch into grocery at the end of last year.

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 light-hearted positioning. It also introduces a new Wingman Eagle character, which will take centre stage across all platforms, aiming to catch shoppers at the point of purchase and drive impulse sales.

The Wingman liquid has received a strong rating in consumer testing, delivering a ‘smooth session-strength ride of mellow tropical fruits, piney notes and a sharp citrus aroma’. 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).

Lauren Carrol, chief marketing officer at BrewDog, comments: “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 (YouGov), BrewDog is well placed to challenge the category in the off-trade and drive additional value growth.

“We are placing significant investment into the launch and anticipate that Wingman will become our biggest launch of the year. Our shoppers love to experiment and try new styles, and with its great tasting liquid, quirky new packs and stand-out marketing activity we are sure Wingman will quickly become a fan favourite.”

Following its initial launch into grocery, Wingman is already proving to be a success, and is the No.1 four-pack in craft beer by rate of sale. It is also helping to recruit shoppers into the category, with 61% of consumers going on to try craft beer for the first time, following their first Wingman purchase (Nielsen).

BrewDog is supporting the launch with city centre sampling, a disruptive out-of-home campaign and social media. The national £3 million-plus plan features messaging including ‘Bring out the Wingman’ and ‘The eagle has landed’.