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By John McCarthy, Opinion Editor

October 8, 2019 | 2 min read

As collabs are the hot trend in fashion right now, (see Yeezy 'crocs') Scottish brewer Innis & Gunn (I&G) has inspired four premium brands to develop new beer-inspired products fit for the Instagram generation.

‘Project Ampersand’ highlighted I&G's barrel-ageing process for its The Original lager in the design of menswear, a swiss watch, premium chocolate and a keg-styled speaker. The collaborations with Scottish brands, product design studio, Instrmnt, menswear designer Kestin Hare, digital audio device manufacturer, Revo and craft chocolate company, Coco, will roll out over the coming weeks.

Each Scottish brand selected components of I&G’s barrel ageing process to inspire their own products. Instrmnt created a Swiss-quartz watch inspired by elements of 'The Original' beer's brewing process.


Kestin Hare reimaged the Arbroath Jacket as the Arobois Jacket, re-working it with details from the Original’s brewing process.


Still, to drop are the final two 'Originals'.

Revo took oak staves from The Original barrels and hand-crafted them into solid hardwood cabinets for their signature SuperConnect audio system. And finally, Coco created three chocolate bars inspired by the beer.

David Moule, senior brand manager at Innis & Gunn, said: “We’re working with some of Scotland’s leading creative and contemporary lifestyle brands on Project Ampersand. They, like us, are born and built in Scotland but actively embrace an international outlook and consumer. We took each collaborator through the processes we use to create the beer that started it all for Innis & Gunn, then asked them to apply elements of it to the products that they consider to be their own original or best-loved items.

“The resulting items are incredible and reflect the ingrained belief in quality, craft and innovation that we share with our partner brands. Project Ampersand is a celebration of The Original - our best-loved beer - and of what we feel are some of the other hugely exciting brands currently showcasing Scotland to a worldwide audience."

The campaign was executed by Studio Something.

Creative Innis & Gunn

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