Innis & Gunn founder Dougal Sharp contends that the future of premium lager lies in homegrown offerings, despite the recent allure of continental lagers. Sharp, who has been involved in the brewing industry since 1987 and established Innis & Gunn in 2003, believes that the so-called “marketing mirage” of foreign beer is a passing fad.
He asserts that while consumers have been temporarily attracted to Spanish, Italian, and other continental beers, they are now ready to embrace better, premium lagers closer to home. “What this current wave of continental beer drinking shows is that people are willing to move away from the bland, gassy mega-lagers of the past and upgrade to finer options. And that’s a positive development,” Sharp said.
He added that the allure of many continental lagers has been built on “pure marketing waffle.” However, he points to recent victories at the World Beer Awards as evidence of the strength of UK-brewed lagers. Innis & Gunn’s Lager Beer and Jeremy Clarkson’s Hawkstone Lager both took gold against international competition.
“These two homegrown lagers are not only of high quality but also contribute to local agriculture and the rural economy, providing jobs and supporting communities,” Sharp noted. He also emphasized the environmental benefits, stating that they require far fewer road miles compared to importing beer from Spain or Italy, thereby reducing carbon emissions.
Sharp praised Jeremy Clarkson’s efforts with Hawkstone Lager in England, highlighting his support for farming. Innis & Gunn sources all its malting barley from British farmers and is a significant backer of the Royal Highland & Agricultural Society of Scotland, participating in events like the Royal Highland Show, the country’s largest outdoor event.
Already listed among the top five premium lager brands in the Scottish on-trade sector according to the CGA, Innis & Gunn’s lager has now reached the number six position in the off-trade in the latest Nielsen Data, making it the sole homegrown premium lager in Scotland’s top ten.
Dougal Sharp continued, “We have full confidence in our lager as it is truly unique. The recent achievements vindicate our efforts. Launching our bottled lager in supermarkets this year was a major milestone, and we are extremely proud that more people are choosing our zesty and aromatic lager. Our ultimate aim is to become Scotland’s favorite premium lager, and this success is another step in that direction.”
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