BrewDog Wingman lands in Impulse channel

BrewDog is all set to shake up the beer aisle, driving excitement and additional value into craft beer with a new session IPA.

With a ‘steady boozing altitude’ of 4.3% ABV, Wingman touches down in the impulse channel from this month, following an initial launch into grocery at the end of last year.

In a shift from the brand’s headline design, the new Wingman packs have huge stand out on-shelf. 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, making the brand instantly recognisable, aiming to catch shoppers at the point of purchase and drive impulse sales.

BrewDog said the Wingman liquid has received 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 (RRP: £2.50), 4x 330ml can multipack (RRP: £6.25) and 12x330ml can (RRP: £16.50).

“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,” Lauren Carrol, chief marketing officer, at BrewDog PLC, commented.

“We are placing significant investment into the launch and anticipate 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 #1 4-pack in craft beer, by ROS. It is also helping to recruit shoppers into the category, with 61 per cent of consumers going on to try craft beer for the first time, following their first Wingman purchase [Nielsen Scantrack November 2023].

BrewDog is investing heavily in the launch to build brand awareness and loyalty. City centre sampling, a disruptive OOH campaign and social media form the national £3m+ plan, seeing the Wingman character brought to life across all channels and messaging including ‘Bring out the Wingman’ and ‘The eagle has landed’ – the Eagle will be hard to miss!