Food & Drink: Welsh whisky is a tot in a big world

Campaign: Welsh Whisky? Never!

Brand awareness drive: Penderyn Whisky
Brand awareness drive: Penderyn Whisky

Client: Penderyn Whisky
PR team: Brazil
Timescale: December 2009-January 2010
Budget: £3,000

Small independent whisky distiller Penderyn hired Brazil to raise worldwide awareness of its brand and position it as a challenger to the more traditional Scotch, Irish and US (Bourbon) industries.

Objectives

- To build worldwide credibility for Penderyn Welsh Whisky

- To raise the profile of Penderyn Whisky in the UK, US, France and Spain

- To direct traffic to the new Penderyn website and encourage online sales during the Christmas and New Year period.

Strategy and plan

Brazil recommended putting all PR efforts into a Christmas social media campaign to engage directly with global whisky fans.

Brazil provided samples and information to bloggers and invited them to visit the distillery in Wales. It also ran competitions to encourage feedback, photos and product enquiries from consumers.

Measurement and evaluation

Online engagement went from zero to more than 180 customer or whisky fan interactions per week. Facebook followers increased to 1,600 whisky fans during the campaign. Mentions of Penderyn on Twitter, blogs and social media sites increased dramatically from a global audience.

Results

Penderyn experienced a record period during Christmas, with sales up 34 per cent.

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