Case study · Food & Drink
More of Gen Z are choosing low and no alcohol. Global Brands wanted to launch a 0% VK and needed the trade to take notice and stock it. We built the launch on timely research into changing attitudes, and secured coverage in 20 publications including Just Drinks, The Morning Advertiser and Pub & Bar.
- 6M total combined reach
- 5.4M PR reach
- 20 publications
- 63K social reach
- Client Global Brands
- Sector Drinks, low and no alcohol
- Services Product launch, research, trade PR
- Audience Trade buyers, pub and bar operators
- Channels Drinks and hospitality trade media, social
What did Global Brands need?
Global Brands wanted to take VK into the fast-growing no-alcohol category. It needed the trade to know about the new range and see a reason to list it.
- Business objective: create stocking opportunities for the new range.
- Communication objective: raise awareness of VK 0.0% with trade audiences and priority media.
What was the insight?
Buyers stock what their customers want. Showing how Gen Z’s attitudes to drinking are shifting gave the trade a reason to care.
The idea was lead with the data.
What did we do?
- Research. We ran timely research into shifting attitudes to alcohol.
- Priority trade media. We took the findings and the launch to key titles, including Just Drinks, The Morning Advertiser and Pub & Bar.
- Social. Social content supported the launch.
What did it achieve?
Results by stage of the AMEC evaluation framework, with the source for each figure.
| Stage | Measure | Result | Source |
|---|---|---|---|
| Outputs | Publications secured | 20 | Prohibition coverage log |
| Outputs | PR reach | 5.4M | Prohibition coverage log |
| Outputs | Social reach | 63K | Social platform analytics |
| Outputs | Total combined reach | 6M | Prohibition campaign reporting |
| Out-takes | Campaign KPIs | All beaten | Prohibition campaign reporting |
What did Global Brands get from it?
A launch the trade noticed, backed by evidence buyers could use in their own decisions.
What did we learn?
- Data opens trade doors. Research made the launch relevant to buyers, not just newsworthy.
- What we would do differently. track listings and buyer enquiries after coverage, to show the link between the launch and stocking.
