Bottlegreen reaches out to national press

Cotswolds-based soft drinks firm Bottlegreen Drinks Company is to expand its PR activity with a focus on drinking occasions as it bids to build its national media profile.

PR has previously concentrated on the ingredients and nature of its brands, but Bottlegreen marketing manager Matthew Langley said activity will attempt to attach a lifestyle message to products by talking about the occasions attached to drinking.

The PR campaign with a six-figure budget will position Bottlegreen’s cordials and pressés and its Bon Grape-branded lower-alcohol spritzers as ideal for occasions when people want an alternative to alcohol and caffeine, such as at lunch.

With a focus on women aged 25 and over, it will concentrate on alcohol avoidance, such as anti-drink-driving campaigns and post-Christmas health features, and raise the brands’ profiles in pregnancy titles.

Langley has hired London-based Clarion Communications to take over

PR for its portfolio from Kabassa Marketing Communications, which is based in Bristol. Clarion will start work in February 2005.

‘We needed a larger agency that could deal with our growth. It came down to the inside/outside London debate and Clarion’s access to national journalists attracted us,’ said Langley.

Bottlegreen was established in 1989 and has an annual turnover of around £6.5m. The company was buoyed last month by a contract win to produce lemon and apple drinks under the Prince of Wales’s Duchy Originals banner, and the August launch of its dairy and soya-free milk alternative Tiger White.

Langley said new brands would be launched into ‘completely different areas to what you would expect Bottlegreen to operate in’.

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