Brief:
Catapult Salford Rum to national fame and support key listings; nurture loyal fan base in the north west; support on trade and hospitality relationships; take Salford Rum's share of the rum conversation; build the brand.

Strategy: ‍
Utilise bootstrapped roots, category insight & booming consumer appetite to feed a year-long campaign and place the liquid and brand story in the hands of key opinion leaders.

Tactics:
Brand news, profiling, key seasonal and diary dates plus a relentless press office. We targeted consumer lifestyle and national press, alongside influencers, to encourage sampling to generate a pipeline of positive reviews from top tier press.

Results:

• National news in the daily mail (print) and mailonline which reached 1 million+ full-page article in metro, reaching over 300k consumers
• Winner of a good housekeeping taste test
• Endorsed by GQ
• Praised by stylist
• 120+ pieces of press coverage in year one.