behind the Brew Issue 3

More documents

Recommendations

Info

From left to right: Hitting the Headlines Joanna Dring Head of Media In her regular feature, Joanna Dring, Head of Media, explains the challenges and messaging behind the headlines. Getting the press interested The first rule of generating media coverage is ‘is the story interesting to the audience?’ And for ‘interesting’, read unique, a first, human interest, timely… Because if a story doesn’t have the wow factor, it’s unlikely a journalist will want to run with the news. That’s why for any press release or PR campaign we run, we need to find that X Factor point to the story. And this month has seen all those things come together perfectly with the launch of our category leadership campaign in Lo & No alcohol. Finding our X Factor moment From the start, our objective was to be seen as leaders in this rapidly expanding category. There are numerous articles and broadcast packages about the rise of Lo & No, and to date, a company hasn’t ‘owned’ the messaging. So yes, we were often mentioned, but so are Brewdog, Lucky Saint, ABI and Carlsberg. We wanted to do something about this! We’ve the most popular alcohol free beer in our portfolio so it’s right that we lead that conversation. But where to start?! There are so many aspects of Lo & No to talk about - the technicalities and expertise needed in brewing it, the taste, the psychology of drinking it in pubs and the stigma which sadly still exists, the health benefits… the list is endless! So we needed to find that ‘X Factor’ moment to really get the press interested. Step forward Heineken 0.0 on draught. Following a successful trial in the summer it will be available in pubs across the country from next year. This will be the first time that an alcohol free beer will sit alongside other beers on the bar and utilise a pub’s existing cellar set up. 30
Celebrities Assemble So, we had our story. However, it’s all very well us telling journalists how great our products/campaigns/innovations are, what’s more powerful is when it’s told through experts and celebrities who their readers or viewers are interested in. We brought together a crack team of celebrities, all of whom have a point of view on Lo & No alcohol. From Denise Van Outen who loves going to the pub but doesn’t always want the alcohol because of her busy filming schedule, to Mark Wright who is fanatical about his fitness so wants to balance a night out with the lads with an early morning gym session, to the musician Lucy Spraggan who doesn’t drink at all and gets frustrated at the lack of choice for non-drinkers in pubs. We also had experts including Marverine Cole, a beer sommelier, Laura Willoughby MBE, the founder of the mindful drinking movement Club Soda, and Will Higham, a consumer futurologist who likened the launch of alcohol free on draught in pubs to be as big as the advent of gastro pubs in the nineties. And last but in no means least was our global master brewer himself - Willem Van Waesberghe. A unique, interesting, exciting, game-changing news hook Leading with the news that the UK’s most popular alcohol free beer will be available on draught, coupled with experts and celebrities who can give their view on this and appeal to media, has given us a story with a unique, interesting, exciting, game-changing news hook. Exclusive with the Sunday Times It was a courageous and bold move for us here in the UK to make the announcement, and it was worthy of a significant exclusive, which we landed with the Sunday Times in print and online. Spreading the story far and wide Once the exclusive was published on 21st November we turned our attention to spreading the story as far and wide as possible. We’ve already secured [eight] pieces of national coverage and I’m quite sure that by the time you read this, there will be much more – delving into the different aspect of Lo & No alcohol. And this is just the beginning. We’ll continue to push our Lo & No category leadership message for the foreseeable future. Whether that’s around talking points such as how to moderate over the Christmas party season or how Dry January is evolving. 31
Page 1 and 2: Behind the BREW what’s going on i
Page 3 and 4: 24 30 12 Contents End of Year Messa
Page 5 and 6: "EverGreen 2025 will help us meet t
Page 7 and 8: Raising the bar on Sustainability &
Page 9 and 10: “Our overall aim is to achieve 98
Page 11 and 12: Social isolation is not something t
Page 13 and 14: 13
Page 15 and 16: Together in Electric Dreams Ahead o
Page 17 and 18: "Better soil health means better cr
Page 19 and 20: Green Energy in Our Breweries Andy
Page 21 and 22: "To date, we’ve invested £450,00
Page 23 and 24: Get a Green Grip Steve Waygood, Hea
Page 25 and 26: 25
Page 27 and 28: Kelly Borland Digital B2B Product O
Page 29: “We’re encouraging consumers to
Page 33 and 34: With a view to creating the first g

behind the Brew Issue 3

You also want an ePaper? Increase the reach of your titles

Delete template?

Save as template?