Innis & Gunn, a brand that originally hailed from Edinburgh but has since opened up a brewery in Glasgow, launched #PeopleMakeGlassGo this week, offering Glaswegians the chance to 'steal' their own branded I & G pint glasses and giving out free pint vouchers for the relaunch of their renovated Brewery Taproom in Ashton Lane.
People Made Glass Go! 🍻
✅ 2,000 glasses gone in 24m 19s
✅ 1.37 glasses PER SECOND
✅ 300 free beers in the Brewery Taproom
Thanks everybody, and enjoy your glasses! pic.twitter.com/naBEM2JAl1
— Innis & Gunn (@innisandgunn) June 20, 2019
However, Drygate took offence to the brand they see as interlopers in their city and have declared a 'turf war' by offering beer fans the chance to enjoy a free pint of their Bearface lager if they bring the Innis & Gunn branded glasses to the east-end brewery.
The letter, which they posted on social media reads: "Dear Innis & Gunn, we were just about to announce our shiny new rebrand. We had the press release ready to send and everything.
"But then you rolled up. You came to Glasgow, with your truck full of beautiful glasses and your offers of free lager. Stealing our thunder.
"We see you, Innis & Gunn. You poked the bear. Challenge accepted."
Before adding: "We like your glasses, so now we’re stealing them too. We’ll even steal your offer. Anyone who nicks an Innis & Gunn glass from your truck can bring it down to Drygate, and we’ll fill it with our delicious Glasgow-brewed lager, instead of your… *checks notes* …delicious Glasgow-brewed lager."
The Drygate team then jokingly conclude that this isn't the only time they'll be checking in on Innis & Gunn.
"We might have been caught out by you turning up on our turf. But we won’t be caught out again. We’re watching you. We see you Innis & Gunn. We see you."
The post had Glaswegian beer fans tickled with over 500 likes on the post and commentors calling it "genius" and a "brilliant piece of marketing" while others simply declared: "Mon the Drygate!"
Following news the 2,000 Innis & Gunn pint glasses were nabbed in just 24 minutes 19 seconds, Robb Hamlin, senior brand manager at Innis & Gunn, said: “What can I say? Wow! The people of Glasgow exceeded all expectations. 2,000 glasses in less than 25 minutes is a superhuman effort."
And responding to Drygate's letter, he added: “Also huge thanks to our friends over at Drygate for helping us get rid of our glasses so quickly, and for the compliments they’ve been giving us on their social media.
"Our glasses are specially designed so that our beer tastes best from our glass, but we’re sure yours will fare just fine. Hopefully. Good luck with your rebrand, we are big fans of what you guys do and we’d love to do a tap swap in our Ashton Lane bar so please get in touch.”
With Innis & Gunn launching the four week long 'Your Call' campaign, we suspect this won't be the only shenanigans that goes on between the two in the coming weeks.