Hope&Glory has been briefed to run a press office campaign to position Graham’s in the premium and luxury lifestyle media, while developing the brand’s share of voice in the trade media.
Graham’s is owned by premium port producer, Symington Family Estates, which owns a portfolio of brands that also includes Warre’s, Dow’s and Cockburn’s.
The agency will look after consumer and trade PR on a retained brief and work with Graham’s to create campaigns that bring new drinkers into the port category.
A key part of this will be developing messaging around the handcrafted nature of the product and the heritage in the business.
The account will be led by Hope&Glory founder and managing partner James Gordon-MacIntosh.
The team will report to marketing director Eliana Soares at Symington Family Estates and to Mark Symonds, marketing controller at John E Fells & Sons, which markets and distributes Graham’s in the UK.
Gordon-MacIntosh said: ‘Graham’s is a brand with an amazing heritage and history but port in the UK is little understood and there are some misconceptions about the category. We’re going to be working with the team to help position the brand as a luxury staple – alongside the finest single malts on the shelves of the discerning drinker.
'We’re also going to be helping on a longer-term programme to bring new drinkers into the category – on the one hand by educating a new audience about port and on the other by playing up the handcrafted nature of the product in our brand activations.’