Brief:
Launch new, premium purpose-led spirits firm to the UK drinks industry and drive listings for its portfolio of progressive spirits to the UK on and of trade.

Strategy: ‍
Company purpose development and key message refinement followed by aggressive brand and purpose-first media relations strategy aimed squarely at UK on and off trade media.

Tactics:
Hard and heavy-weight press office using all channels to shout loud and proud about what the company is bringing to the UK and the benefit to venues across the country. Activity included: 

• Brand development: purpose refinement and key message development
• Team media training
• News
• Profiling
• Event amplification
• Tastings
• Features programme
• Bartender engagement
• Thought leadership
• Social media
• Awards

Results:

• 200+ pieces of coverage in year one of company launch
• 70% of coverage delivered in gold titles
• 12 pieces of profile coverage