The company, which supplies 2,500 drinks products inlcuding Becks, Coca Cola and WKD, wants to boost its corporate profile as well as cementing its status within the drinks trade.
The contract has been awarded on a retainer basis after a three-way pitch.
A corporate team, led by Mark Jackson, will aim to build its reputation as a growing business along with Waverley executive chairman Jeremy Blood.
Lucre account director Gaby O’Grady will lead a profile and reputation-focused strategy aimed at its core clients of pubs, restaurants and bars. Both leads will report to WaverleyTBS head of marketing Graeme McKenzie.
WaverleyTBS MD Stephen Benger said: ‘Lucre demonstrated the knowledge, passion and fresh approach required to our drive our PR to the next level. We’re really looking forward to working with the team on a range of programmes that will ensure we continue to be positioned as the national drinks supplier of choice in the UK.’