A nation obsessed with Didsbury Gin!

Alcohol & Product PR.

We’ve recently started work with a lovely new client Didsbury Gin, a big focus of our content driven campaign is news story creation to get this new artisan brand out there on a wider scale.

Listening to media trends, Instagram feeds, Facebook posts and Twitter chats, we couldn’t ignore that the drinks trolley is well and truly back as the 50’s resurgence continues! As ‘gin is in’, more and more people are collecting bottle after bottle, expanding their collections and broadening flavour horizons – we are a nation obsessed with gin!

Together we commissioned a survey to find out how much Brits really spend on alcohol and how much gets stashed on their (very stylish and expensive) drinks trolleys at home, awaiting the occasional sunny Sunday BBQ or dinner party that you never really get round to.

The results showed that Brits are not only buying a couple of bottles here and there, they are spending thousands, up to £3K to be exact, on building their at home bars. Getting the right set up – trolleys to match the decor and glassware to match the trolleys.

Along with an array of spirits and emergency bottles of Prosecco for those unexpected Fridays in, Brits splashed out on craft beers, liqueurs, cocktails shakers and every other bar accessory, including in house beer taps and personalised bottle openers, all so they can serve up the perfect people pleasing potion, when they finally get round to it of course.

We issued the release to national press and gained a huge reach of 3,352,889 people in print, with news coverage in The Sun, The Daily Mail and The Mirror, with an additional online reach of 186,093,325 people.

So that’s a total of 189,446,214 people now questioning if they have a shopping problem and counting how many bottles they actually have at the back of the cupboard, or thinking about what else they should go out and buy to complete their collection. Gin anyone?

News generation is essential within our PR toolkit. Product placement, whilst vital, can take time and results aren’t immediate.

We always utilise creative story generation to drive mass brand awareness in the front end and online pages of the national newspapers. Not only does this drive brand recognition and website traffic but it’s a great way to generate social content and ensure campaigns are fully integrated.