Brief:

SUPPORT DISTRIBUTION PIPELINE IN THE UK AND ROI and DRIVE LIQUID TRIAL AND BRAND EDUCATION among the UK on and off trade.

Strategy:

Employed a liquid / trial first mindset powered by news and media partners who can push the brand to the right palates and decision makers.

Tactics:

UK media tour and tasting, taking the brand to powerful editors across UK hospitality, grocery and convenience

Partnership strategy developed and negotiated to meet strategic goals

Relentless press office pushing the brand position into the right space and in front of decision makers

Results

• 100+ pieces of coverage in 6 months
• 90% inclusion of brand position, attributes and key messages