Fine Foods poised for blitz on drinks with alcohol taste

Europe’s largest privately-owned coffee and beverage manufacturer, Fine Foods International, has drafted in its first ever PR agency as it prepares to launch its own brand of alcohol-flavoured hot drinks, called Take One.

FFI has appointed HCP to handle PR and marketing following a three-way pitch, on a remit that includes media relations and sampling work in a consumer and trade campaign for the alcohol-free products that will peak in the run-up to Christmas.

A four-strong HCP account team reports to marketing head Ray Conway and FFI managing director Martin Camden.

HCP account manager Kate Robinson said the PR campaign would be ‘female-focused’, attempting to position Take One as a ‘mature, luxurious’ drink.

FFI, which has formerly produced own-label products for major retailers, is developing its own brand to go on sale in August, according to Camden.

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