Innis + Gunn Maple & Thistle
In the summer of 2017, Scottish craft brewer Innis & Gunn launched Maple & Thistle, a rye ale brewed specifically and exclusively for the Canadian market in celebration of Canada 150. We were tasked with launching this beer in Canada – but despite its interesting flavour profile and story, we knew we would need to fight hard for attention during this crowded time. More than just a celebration of Canada’s 150th, Maple & Thistle was a commemoration of the unique friendship between Canada and Scotland – brewed with maple syrup, from Canada and wild thistle, from Scotland. What if, we thought, we launch the beer with another collaboration between our two countries? Enter Maple & Thistle Haggis Poutine. We partnered with Zane Caplansky, founder of Caplansky’s Deli, to create a Maple & Thistle-branded food truck for a one-day pop-up in downtown Toronto in June 2017 to launch the beer – with free haggis poutine for all, and a complimentary bottle of Maple & Thistle to the first 150 visitors. The result? Maple & Thistle was Innis & Gunn’s best-selling limited-edition beer in Canada – ever. Cheers to that!