Innis & Gunn USA Makes Critical Moves for Rapid Growth in U.S.

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For six months since taking the reins of newly formed Innis & Gunn USA, managing director Dan DeLuca has been busy making moves that have poised Innis & Gunn for rapid growth in the U.S. Chief among the critical decisions is to reduce the wholesale price of Innis & Gunn by 45 percent, which has been enthusiastically welcomed by Innis & Gunn distributors from Georgia to Boston and in between. Other moves: - Introduces new attractive pricing - New four-pack for retail - Sales team in place - Draft planned for early 2011 - New product introductions - New markets opening

One thing we learned about our consumers is that while Innis & Gunn cherished by beer coinsures, it’s unique flavor appeals to many types of beer drinkers and the new pricing will help turn them into loyal and more frequent drinkers of Innis & Gunn.

For six months since taking the reins of newly formed Innis & Gunn USA, managing director Dan DeLuca has been busy making moves that have poised Innis & Gunn for rapid growth in the U.S. Chief among the critical decisions is to reduce the wholesale price of Innis & Gunn by 45 percent, which has been enthusiastically welcomed by Innis & Gunn distributors from Georgia to Boston and in between.

“The new pricing is more in line with appealing to the broad spectrum of Innis & Gunn consumers. One thing we learned about our consumers is that while Innis & Gunn cherished by beer coinsures, it’s unique flavor appeals to many types of beer drinkers and the new pricing will help turn them into loyal and more frequent drinkers of Innis & Gunn,” said DeLuca. “Our new pricing strategy will help us dramatically in both on-premise and off-premise accounts and we expect large volume gains as the new pricing takes hold.

“We are partnering with several retailers who are more excited than ever to carry Innis & Gunn, and they have applauded us for talking the bold move in significantly lowering our price so they could do more volume.”

DeLuca has also solved the loose bottle problem at retail with the introduction of a snappy new four-pack that holds four 11.2 oz. bottles. Before the four-pack, explained DeLuca, our bottles were sold as singles and were difficult to move, and the case package was priced too high for the general consumer to buy at retail. “Early reaction to the four-pack from retailers and consumers has been very positive and we are confident that we will move a lot more volume with this package. “

The popular 750ml bottle will continue to be available as singles and DeLuca expects higher sales with the new 45 percent price reduction.

For the first time in its four years in the U.S., Innis & Gunn now has its own dedicated sales force, and the dividends are already paying off. “Now that we are able to assist our distributors with existing accounts and opening new ones, our volume is beginning to take off,” said DeLuca. “We will continue to invest in our Innis & Gunn field sales force as we open new markets and our sales volume increases.”

DeLuca said he is excited about what is on the horizon for Innis & Gunn USA in the coming months. He didn’t provide details but said the company will be introducing new flavors, new packaging, and draft in early 2011 and opening new markets over the next six months.

“Our senior management in London and Edinburgh are committed to the success of Innis & Gunn in the U.S. market, and are investing big time in our future. It is very comforting to have their support in carrying out the necessary steps to lead us to success. Innis & Gunn is the brand to watch in 2011, as we strive to achieve what the brand has done in Canada and Sweden over the past few years.” According to DeLuca, Innis & Gunn is the best-selling British bottled beer in Canada (200,000 cases) and is the second best-selling imported bottled beer in Sweden.

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JOHN ECCLESTON
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