BrewDog Wingman touches down in impulse channel

BrewDog’s Wingman Session IPA lands in impulse this month following an initial launch into grocery at the end of 2023.

Wingman is available in single 440ml cans (RRP: £2.50), 4x 330ml can multipack (RRP: £6.25) and 12x330ml can (RRP: £16.50).

BrewDog is investing heavily in the launch including a 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’.

Chief marketing officer at BrewDog PLC Lauren Carrol said: “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.

“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.”