Nexus to focus on the location in PR push for Adnams

Adnams brewery is set to receive a PR makeover after hiring Nexus Communications to reposition its beer brands after a four-way pitch.

The agency’s work will support a soon-to-be-launched ad campaign that will seek to differentiate the Adnams beers on the basis of the brewery’s coastal location in Southwold, rural Suffolk.

Nexus MD Alan Twigg said: ‘All the beer brands are scrambling for some sort of differentiation. Our campaign will be about where the beer comes from – Adnams is one of the country’s only coastal breweries.’

Twigg admitted the brewery has a low national profile but said the beers were easily good enough to change this.

The agency will be running both consumer and trade media relations together with live events and in-bar activity. The brewery’s beers include Broadside and Regatta.

Nexus will also be handling PR to support Bitburger – a bottled German beer for which the company holds the import licence.

The agency won the business following a four-way pitch involving Republic PR – which had previously worked for the brewery on a project basis – drink specialist BMA Communications and one other unnamed firm.

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