The firm will work on corporate PR, brand and product publicity, and special event planning and promotion for these brands.
It is now in the planning process for a campaign that will target the Rochester, NY, area "to help communicate that changes are brewing at High Falls," according to Mary Beth Popp, director of brand PR at Eric Mower.
KPS Capital Partners, which is the manager for a group of private equity funds, acquired High Falls and Labatt USA (which had been owned by InBev) earlier this year, then formed North American Breweries. High Falls had financial troubles prior to its acquisition.
The agency already had an existing relationship with Labatt USA, and is currently providing brand and corporate PR services for the company.