Lerwick Brewery is targeting major expansion, with plans to increase its mainland UK sales by 500% within the next three years.
This will see the craft brewery launch a new marketing campaign and seek listings in major UK supermarkets in a bid to reach £1m in sales by 2027 – a target the company says it is “confident” of hitting.
This confidence is founded in part by the growth of Shetland’s tourism sector, with annual visitor spend more than doubling to £35.8m over the nine years to 2022. One of the contributing factors to the tourism boom is the popularity of the BBC’s Shetland drama series.
The influx of tourists has provided a strong foundation for Lerwick Brewery’s existing success, with 86% of its 2022 sales originating from Shetland, and it now wants to build on this by tapping into the UK mainland market.
The company is actively pursuing partnerships with major UK supermarket chains and is offering its full range in cans. The initial focus will be on securing listings in Scotland, before expanding further south.
This push will be bolstered by a new ‘windswept wild’ brand identity designed to appeal to a younger, trend-conscious demographic – primarily male, craft beer enthusiasts and thrill seekers.
An integrated marketing campaign will combine consumer-facing PR, social media engagement, and targeted advertising.
Head brewer Jonny Sandison said. “We are proud of our roots in Shetland, which has grown in popularity in recent years with a lot of attention now focused on the islands as a result of the popular BBC series.
“With visitors from all over the world, the Shetland brand has never been stronger, and we believe there’s a huge appetite for products related to the islands, including our beers.”
