Crafting out a new market

VisitScotland has today, in partnership with Stewart Brewing, launched a Spirit of Scotland craft beer as the potential worth of Scotland’s growing craft beer industry to tourism was revealed. 

The Spirit of Scotland craft beer marks the release of new research by the national tourism organisation which reveals that the craft beer industry has the potential to capitalise on the food & drink tourism market, worth nearly £900* million a year to Scotland’s visitor economy. 

The new report, conducted in partnership with The Brewers Association of Scotland, highlights the potential craft beer has in enhancing the Scottish tourism experience. 

Consumer trends, identified by VisitScotland, such as authenticity, millennial markets, and provenance were also found to be mirrored in the craft beer industry.

These trends, which are already affecting consumer behaviour, leave ‘craft beer tourism’ perfectly placed to capitalise on the current interest in the food and drink sector.

With another recent study finding that 93% of visitors dined out in a restaurant, café or pub and almost half, sampled a local drink such as craft beer, gin or whisky, the market for ‘craft beer tourism’ could be hugely significant. 

The Spirit of Scotland craft beer, a hoppy summer pale ale, was brewed in Edinburgh based Stewart Brewing’s Craft Beer Kitchen to mark the release of the research and celebrates the craft beer industry’s #ScotSpirit.

From the guts and determination to start an independent brewery or the spark and soul in each exciting new product created, Scottish craft beer has a unique spirit all of its own. 

A UK first, Stewart Brewing’s brew-it-yourself facility has produced over 5,000 different beers since opening in 2013. 

To celebrate the success of VisitScotland’s Spirit of Scotland campaign so far, 200 bottles of the Spirit of Scotland craft beer will be gifted to who have demonstrated their #ScotSpirt most since the launch of the global campaign.

The Spirit of Scotland campaign was launched in February 2016 and is built on extensive research which shows that people think Scotland has a unique spirit – whether it’s the magic of the landscapes or the warmth of the people. Everyone who has shared their #ScotSpirit will become part of a special social movement. The award-winning campaign** has proved one of the most successful for VisitScotland in recent years. Since its launch on 10 February 2016 the campaign has celebrated:

• Over 130,000 shares of #ScotSpirit (average 1000 per day)
• Over 20 million views of Spirit of Scotland online campaign films
• Delivering 576,000 business referrals representing £200m income for tourism businesses (+20%)
• #ScotSpirit trending #2 in the UK and in top 20 worldwide on day of launch
• Over 90 holidays secured through ‘generosity of spirit’ donations for disadvantaged families (373 people)

Malcolm Roughead, Chief Executive of VisitScotland, said:

“The rapid growth of Scotland’s exciting craft beer industry in recent years and the popularity of sampling local produce by visitors, creates a fantastic opportunity to ‘tap’ into a new market of ‘craft beer tourism’.

“It is clear to see from the research that there is real interest Scottish craft beer from across the globe, leaving the industry well placed to follow the likes of the whisky industry and other Scottish produce in becoming a real draw for visitors near and far.” 

Richard Yates, General Manager of The Brewers Association of Scotland, said:

“Since its launch in 2015, The Brewers Association of Scotland (TBAS) has been working hard, in co-operation with stakeholders, to promote the value of the craft beer sector to the Scottish economy.

“Our strong relationship with Visit Scotland exemplifies this work. TBAS will drive an unprecedented opportunity for the whole industry to capitalise on, and respond to, the Visit Scotland research with targeted, relevant, technology based campaigns at today’s and tomorrow’s consumers – to maximise the craft beer tourism opportunity for sector growth & employment.” 

Jo Stewart, Co-founder and owner of Stewart Brewing, said:

“We were delighted to work with VisitScotland on the Spirit of Scotland craft beer, which is a great way to mark the launch of an important piece of research for our industry. 

“We started our brewery in 2004 with the goal of producing the best beer we can to supply to our local Edinburgh pubs, so marketing and selling locally has always been at the core of what we are about.  We now supply over 500 outlets and work closely with many restaurants and bistros as having a local beer on the menu always adds value and attracts tourists.”

It is estimated there are around 130, current and planned, independent breweries in Scotland.

To read the full insight paper on the growth of craft beer and the Scottish tourism industry, visit www.visitscotland.org/research_and_statistics/tourism_sectors/food_and_drink.aspx

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* The Growth of Craft Beer and the Scottish Tourism Industry Topic Paper calculates that by combining total international and domestic market food and drink expenditure, the potential growth available for craft beer in Scotland to capitalise on totals £881 million.