Executive Summary
In 2019, the gin category was booming thanks to an abundance of craft and premium brands entering the market.
BrewDog, however, had entered a period of unease. Sales of its gin brand, LoneWolf, were falling despite the category growth, resulting in its only national retailer delisting the product.
LoneWolf needed a dramatic makeover to ensure it could ride the wave of popularity and stand-out proudly within an increasingly crowded market. Ensuring it remained accessible to a wide demographic of gin drinkers, as well as appealing to the incoming coming-of-age gin drinkers.
We undertook a comprehensive redesign of the...