Case study · Food & Drink
Global Brands, the drinks company behind VK and Hooch, wanted more visibility in the trade and a stronger leadership profile. We ran an always-on press office built around founder Steve Perez’s views on the industry. It earned 88 pieces of coverage, more than half in tier-one titles, and beat every KPI.
- 88 pieces of coverage
- 50%+ tier-one coverage
- 20M estimated circulation
- All KPIs beaten
- Client Global Brands
- Sector Drinks
- Services Corporate profiling, thought leadership, press office
- Audience Drinks trade, retailers, investors
- Channels Drinks, grocery and hospitality trade media
What did Global Brands need?
Global Brands wanted to strengthen its position in the drinks industry, with more visibility among trade audiences and a higher profile for its leadership, to support commercial growth.
- Business objective: support commercial growth with retailers and partners.
- Communication objective: establish founder Steve Perez as a go-to industry voice in the titles the drinks trade reads.
What was the insight?
The trade listens to people who have built something. Steve Perez founded Global Brands and has a clear view on where drinks are heading.
The idea was put the founder forward.
What did we do?
- Thought leadership. We developed Steve’s views into features and comment for the trade.
- Expert commentary. We offered him to journalists on the issues shaping drinks.
- Targeted media relations. We focused on the titles that matter, including The Grocer, Just Drinks and The Morning Advertiser.
What did it achieve?
Results by stage of the AMEC evaluation framework, with the source for each figure.
| Stage | Measure | Result | Source |
|---|---|---|---|
| Outputs | Pieces of coverage | 88 | Prohibition coverage log |
| Outputs | Coverage in tier-one titles | 50%+ | Prohibition coverage analysis |
| Outputs | Estimated circulation | 20M | Prohibition coverage log |
| Out-takes | Campaign KPIs | All beaten | Prohibition campaign reporting |
What did Global Brands get from it?
A founder the trade now turns to. Steve Perez became a regular voice in the titles Global Brands’ customers read.
What did we learn?
- People make stories. A founder’s view travels further than a company statement.
- Pick the titles. Focusing on the trade press that buyers read made every piece count.
- What we would do differently. set measures for commercial conversations, such as meeting requests from retailers, to show how profile supports growth.
