One of the global leaders in alcohol-free craft beer has appointed us to lead its trade and consumer PR.
We have strengthened our growing portfolio of drinks brands by winning a contract with Big Drop Brewing Co., one of the global leaders in alcohol-free craft beer.
Big Drop was established in 2016 by Rob Fink and James Kindred and has built a reputation for brewing alcohol-free beers that people drink because they want to, not because they have to. The range includes the award-winning Reef Point Lager, Paradiso Citra IPA and Galactic Milk Stout.
Why now is an interesting moment for no and low
The category has stopped being a novelty. According to Nielsen, no and low drinks have grown by 44% in the past 12 months, and IWSR Drinks Market Analysis forecasts a compound annual growth rate of 12% for alcohol-free beer in the UK.
Growth like that brings its own problem. When a category is small, being in it is the story. When it is booming, everyone is in it, and you need a reason for people to pick you. That is really what this brief is about.
What we are doing
Our remit covers strategic trade and consumer PR, using creative campaigns and activations to position Big Drop as the go-to brand for alcohol-free craft beer. We are also leading a programme of social media storytelling and influencer engagement aimed at a new generation of mindful drinkers and, just as importantly, at beer enthusiasts who have historically been the hardest crowd to convince.
The brand already has strong distribution on and off trade, including Ocado, Morrisons and Waitrose & Partners, so there is a solid base to build from.
A Yorkshire footnote
In January, Big Drop awarded a licence to Keystone Brewing Group, moving all UK production to Keystone’s Black Sheep Brewery in Masham. The partnership gives Keystone exclusive rights to brew and sell Big Drop’s products across the UK and European export markets, using additional capacity created by a £1m investment in the brewing facilities. It is the first licence won by Keystone, adding to a portfolio that includes Black Sheep, Brick Brewery, Brew By Numbers and Purity Brewing.
We were rather pleased to see the beer being brewed forty minutes up the road from us.
What Will said
Will Ockenden, director at Prohibition, said:
“Big Drop is a trailblazer in alcohol-free brewing, and given the surge in consumers embracing low and no options, it’s an exciting time to be involved. The category is booming, and we see huge potential to elevate Big Drop’s profile even further through compelling storytelling, strategic partnerships, and creative brand moments.”
Drinks brands are an increasingly large part of what our food and drink PR team does, usually alongside social media and influencer work. If you are launching into a crowded category and need a reason for people to notice, that is the conversation we like having.
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