Innis & Gunn signs distribution deal in China and Taiwan

Scottish brewer Innis & Gunn is expanding its operation eastward, having signed a distribution deal with Dxcel International to export its beers to China, Hong Kong, Macau and Taiwan.

Dougal Gunn Sharp, founder and master brewer at Innis & Gunn

Focusing on the on and off-trade, Dxcel International will focus on securing listings for Innis & Gunn’s flagship ale Original and Ossian and a Golden ale by Inveralmond Brewery, which was bought by Innis & Gunn in April last year. Shanghai-based Scotsman Alan Hepburn to work alongside Dxcel International in supporting their sales and marketing plans.

“Exports have always been very important to us since we started 13 years ago,” said Dougal Gunn Sharp, founder and master brewer at Innis & Gunn. “We’ve seen our products do exceedingly well in Canada the US and Sweden and we thought it was about time we head into the largest beer market in the world.

“China excites us not only because of its size, but also its growing passion and thirst for great craft beer. In Dxcel International, we have found partners with not only the network to distribute beer, but tremendous insight on consumer tastes and a joint passion on educating and informing consumers about the breadth of what great beer is and can be.”

Innis & Gunn was founded in 2003 and in 2015 reported an annual turnover of £12.5m – a 36% increase on 2012 – with an aim to double its turnover to £25m over the next three years. The group launched an equity crowdfunding campaign in November 2016 to help toward this goal, raising £2.5 million and brining in over 2000 new shareholders.

Further plans include the opening of four Beer Kitchens – its craft-beer based restaurant brand – in the next 12 months, growing from its three existing sites in Edinburgh, Dundee and St Andrews. Of the additional four opening, three will be in Scotland with a fourth set to open in Toronto, Canada.