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BrewDog

Public Relations

Description

BrewDog is Scotland's largest independent brewery with a unique approach to the beer industry. They were looking for a PR agency that could unlock its huge media potential and help the company redefine beer for a UK market that is notoriously dominated by just a few mainstream brands. With high expectations of national news and lifestyle coverage, Manifest was hired ahead of 25 other national agencies following a competitive pitch process.

Execution

As always, Manifest first got stuck into learning more about BrewDog - visiting the brewery in Fraserburgh, Aberdeen and helping to make a batch of its Riptide beer. It's impossible to work with BrewDog and not become as passionate about beer as they are - and our PR campaign is born from a combination of that passion, BrewDog inimitable (And often controversial) approach and our understanding of the national news agenda. The campaign has seen a number of impressive milestones - in particular the launch of The End of History - the world's most alcoholic and expensive beer (did we mention it was served from a dead squirrel?) which achieved over £1,000,000 AEV and was the most shared story on the BBC News, CNN and Fox News websites for an entire weekend.

Deliverables

Since beginning the campaign in June 2010, Manifest has achieved coverage for BrewDog in every national newspaper, secured live interviews on national television and radio, and helped to turn BrewDog stories into internet phenomena. AEV is not a precise metric, but so far the campaign has a provided around 100 times the value of BrewDog's retained fee investment.

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