Quarter Proof, Smaller Beer & 6Percent teamed up to create awareness of Mid-Strength March - a month long campaign which celebrates the growing drinks category. The brands sought PR support to drive awareness and position mid-strength as a mainstream lifestyle choice.
Announced Mid-Strength “March” to key trade and consumer press to generate awareness. Curated a bespoke mid-strength bundle via Midstrengthdrinks.com which was gifted to top tier press and influencers; Partnered with an on-trade venue to launch a dedicated mid-strength menu with all three brands for a consumer experience.
Secured a standout feature on Bottoms Up! Podcast hosted by Alan Carr and Lee Peart with all three brands prominently on the episode. Top tier trade and consumer coverage in Luxury London, Buzzfeed, The Spirits Business, The Drinks Business and The Grocer. Top tier lifestyle press gifted including Service95, The London Standard, LBC Radio and You Magazine (Daily Mail supplement).
6Percent was a new wine brand pioneering a new category: mid-strength wine. Containing half the alcohol of a typical bottle, 6Percent offered consumers a new way to drink moderately without giving up the wine experience. The challenge was to build awareness of both 6Percent and the emerging category, establishing the brand as the pioneer while driving sales and grabbing attention from key media outlets.
Position 6PERCENT as a lighter wine option for a moderate Christmas period and Dry January. Targeted gifting to key journalists and wine critics. Launch party for the new mid-strength white wine. Position the founders as category pioneers through strategic interviews.
Broadcast segment on Saturday Kitchen with Helen McGinn. National and lifestyle features in The Times, Sunday Times Style, You Magazine, Sheerluxe, Grazia and Woman & Home. Founder interviews in Vogue, The Telegraph, Getting to Grow podcast.
CHANCE Clean Cider launched with a clear mission: to create and lead the UK's non-alcoholic cider category. As the first brand dedicated exclusively to alcohol-free cider, the challenge was to establish CHANCE as the pioneer of an untapped market.
Position CHANCE as the go-to non-alcoholic choice during the festive season. Deliver a gifting campaign targeting both sober-curious and lifestyle influencers for Dry January. Own the Dry January conversation through a branded podcast event in parternship with Sober Boozers Club hosted at The Lucky Saint pub.
Broadcast segment on Channel 4’s Sunday Brunch. National press coverage in: The Guardian, The Observer, The Independent, Daily Express and Daily Mirror. Consumer lifestyle coverage in: Sheerluxe, Stylist, Country & Townhouse and Luxury London.
The Drinks Bureau was launching a new limited edition RTD cocktail in can: The Lagerita. Jenuine PR was briefed to announce its arrival to media and generate as much excitement and awareness as possible.
We capitalised on the FIFA World Cup with a creative media gifting campaign to grab attention with fun, branded beer hats. Delivered a targeted PR campaign spanning national, lifestyle, consumer and drinks trade media alongside key influencers to maximise reach and impact.
The Lagerita took centre stage on Bottoms Up with Alan Carr and Lee Peart, where Alan and Lee sampled the cocktail wearing gifted beer hats with the moment amplified to the podcast's 72.5K Instagram followers, generating over 3K likes. National and consumer coverage featured in Fabulous Mag (The Sun), Notebook (The Mirror), S Magazine (Sunday Express), London on the Inside, MyWeekly, Manchester Evening News, Liverpool Echo + more. Trade press coverage also landed in Aisle One, Drinks Intel, Drinks Retailing News, The Grocer, The Spirits Business + more.
Jenuine was tasked with developing a creative, disruptive PR concept to celebrate the launch of TRACES new Marlborough Sauvignon Blanc.
Tapping into the resurgence of smoking nostalgia, Jenuine created "Marlborough Light" - a playful nod to iconic Marlboro Lights packaging, cleverly linking the concept to TRACES' zero-sugar, lower-calorie credentials. Journalists were teased with the news that "Marlborough Light is back", sparking intrigue and requests to receive the mystery gift. The reveal? A surprise-and-delight wine delivery in nostalgic, cigarette-inspired packaging.
The campaign generated an enthusiastic media response, securing 50 press deliveries to top-tier journalists across Saturday Kitchen, The Times, The Telegraph, Daily Mail, ELLE, Esquire, Country & Town House and many more. With positive feedback and editorial conversations underway, the activation successfully put TRACES on the map, building relationships and laying the groundwork for future coverage.
Clearer Twist launched seeking to disrupt an already oversaturated mixer market. Its unique selling point lies in the use of high-alkaline water (pH 9.4), which naturally enhances sweetness, allowing the brand to create flavours with less sugar and fewer calories. However, as the brand was not yet available in the on-trade, opportunities for coverage were initially limited, presenting a communications challenge.
With growing interest in functional drinks, we positioned Clearer Twist as a forward-thinking player in the evolving mixer category. We proactively pitched the co-founder for interviews to discuss trends, innovation, and the future of mixers. In addition, we worked to ensure Clearer Twist was included in moderation-focused features across relevant media in the lead-up to Christmas, a key trading and consumption period for mixers.
Full-page founder interview feature in Belfast Telegraph. Positioned founder as a leading industry voice through features in in-depth mixer category articles across The Spirits Business, Drinks International, Bar Magazine and Licensed & Catering News. Brand featured in wider moderation trend pieces across leading hospitality titles, including The Caterer and The Staff Canteen.