Innis & Gunn has lifted the lid on what goes on behind the scenes of the beer industry with a mockumentary-style YouTube series that takes the mick out of its marketing team.
Poking fun at the brewer’s cocky marketers the opening episode sees comedians, employees lampoon the latest beer trends, deal with the fallout of overly ambitious PR stunts and convince founder Dougal Sharp that dressing up in ridiculous costumes isn’t the key to selling beer.
The Edinburgh-based brewer is tickling the funny bone of beer drinkers by taking a dig at itself in the company of comedians Paul Dockery and Katie McKenzie. Mingling with real employees the comedic duo star in a fly-on-the-wall series produced by Studio Something, opening with a look at how the plucky Scots plan to win over Europeans with the launch of an ill-conceived Iññez & Gunn Spanish cerveza.
Founder and master brewer Dougal Sharp said: “Since founding Innis & Gunn in 2003, we’ve always done things differently. This mockumentary series is a perfect reflection of our ethos – shining a light on our team, our partners, our creativity, and the beer world’s quirks, all while having a bit of fun. This isn’t just a marketing gimmick – it’s a tribute to Scotland’s vibrant beer culture and creative industries.
“Unlike the brewers who claim to be Mediterranean but are actually British, we have nothing to hide. Throughout the series we’ll lampoon the trends we don’t need to follow, because our beer is so good, and the absurdities of the beer industry. Most importantly, we’ll celebrate what makes great Scottish beer – and the people behind it – so special.”
Fans of the show will be treated to a free pint at Innis & Gunn’s Edinburgh and Glasgow taprooms on Monday 2 December by simply saying ‘hello amigo’ to the bartender.