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  • 2025 ESA Awards
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Innis & Gunn Brewing X The Royal Edinburgh Military Tattoo 2 Scottish Icons

As a charity, The Royal Edinburgh Military Tattoo placed a high importance on developing a business model which generates additional revenue in order to better achieve it’s charitable giving goals. New partners were required to revolutionise the Tattoo product offering and expand to new audiences in a competitive landscape. For the first time in the event’s history, there was an ambition to sell alcohol to enhance the consumer experience.  

This unique sponsorship opportunity presented the perfect platform to reach Innis & Gunn’s business needs of reaching and sampling new audiences in key markets whilst being delivered in a commercially compelling manner to ensure ongoing sustainability of the activity.

Through seamless delivery of the bar operations plan and an impactful marketing communication strategy the activity reaches all desired objectives with over 22,000 Innis & Gunn beers sold (10% of the total attendees), 20% increase in awareness of Innis & Gunn amongst the Tattoo audience, 24% of drinks were purchased through a newly launched pre-order drinks service and the bar activity achieved a net promoter score of 85% smashing the industry average of 64% in hospitality. These results were outstanding for the first year of the sponsorship with logistical challenges. Parallel to achieving long-term brand awareness goals the activity generated profit in the short-term with a £80K contribution to the Tattoo.

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