BrewDog: LoneWolf Gin Re-brand

BrewDog, a brewery and pub chain, increased sales of its LoneWolf gin brand in the UK by redesigning its bottle with an attention-grabbing wolf graphic crafted from botanicals that make up the gin.

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.

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