Low and no-alcoholic drinks are growing fast. We were approached by Cornish brand Pentire to help them launch their new non-alcoholic spirit, Pentire Adrift, through a PR campaign targeting consumer, trade and regional media.
As new entrant to the up-and-coming market, the brand makes the most of its clear Cornish provenance, giving us considerable opportunities to build the profile of their unique product. And it tastes great.
Our brief was to build awareness ahead of a funding campaign, generating coverage to demonstrate an interest for the product from the market which would help to attract investors.
An initial four month PR campaign was agreed to cover Pentire’s product launch in the media, as well as taking advantage of the seasonal opportunity of Dry January.
One of our objectives was to build regional awareness of the brand in order to encourage listings in South West restaurants, bars, and retailers. The provenance of ingredients, being inspired by the Cornish coastline, meant it was one of the first products of its kind to be associated with the region, giving it a unique selling point to the media.
Throughout our work, our aim was to help educate a new audience, not only about Pentire as a product, but also the ‘no and low’ drinks category as a growing trend. Our strategy for this was to communicate the brand values of exploration and adventure, targeting those who can make the informed choice to opt for a non-alcoholic option as part of a healthy lifestyle.
Pentire had commissioned a fantastic collection of photography, featuring product shots, lifestyle images in line with their brand values, and pictures of making and drinking cocktails. These strong images were very appealing to journalists, and often helped achieve coverage when sending out reactive pitches in response to media alerts.
We distributed a press release to launch the brand, and produced a targeted email to send to the media with non-alcoholic recipes to include in features and round-ups for Dry January cocktail inspiration. This, combined with arranging product samples to be sent to journalists for reviews helped to build a national profile.
We also set up profile features with Pentire’s founder Alistair Frost. His strong background in the drinks world helped to pitch him as an industry leader with great insights into trends and consumer needs.
Less than a year after launching, the campaign helped Pentire get the attention of high-profile retailers, including Daylesford and Harrods. They also received significant interest from investors to grow the brand, and with the aim to introduce new products into the Pentire range in the future.
October 2019 – June 2020
of the coverage ran online.
Alistair Frost, Pentire Drinks