Beer brand BrewDog hires Manifest London after call for PR support on Twitter

Scottish brewery BrewDog has appointed Manifest London to plot a PR offensive aimed at reinventing perceptions of craft beer in the UK.

Manifest recruited for PR drive: BrewDog beer
Manifest recruited for PR drive: BrewDog beer

Manifest was hired following a competitive pitch after an appeal for support from the brewery’s co-founder James Watt on Twitter.

BrewDog’s popularity with craft beer enthusiasts has fuelled a 250% growth in sales in 2010.

Manifest’s brief is to connect with the conventional beer drinker and demonstrate there is an alternative to the dominant mass market brands.

Watt said: ‘We wanted to find an agency to partner with that is looking to break new ground just as we are. Manifest is an exciting young agency and its proposal was not only the most creative response to our brief – it was also the most in tune with what BrewDog stands for.’

BrewDog marketing manager Richard McLelland said: ‘Right now, there is a culture of quantity rather than quality when it comes to beer drinking, and as a company with craft brewing at its heart, it’s our responsibility to show people there is an alternative – there is another way.’

The appointment adds to a string of recent new business wins for Manifest. In January, electronics giant Sanyo appointed the agency to coordinate the national PR campaign for its Xacti range of Dual Cameras,  and in November last year the World Innovation Summit for Education commissioned Manifest to develop a digital newsroom platform for its inaugural event in Doha, Qatar.

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