Stripe Communications fought off two London agencies to become the first retained PR agency for the Grolsch portfolio. It will provide PR support across the growing portfolio, targeting premium lager drinkers aged between 24 and 29.
It will also aim to maximise strategic brand sponsorships, including the Grolsch association with Channel 4 original comedy.
The account will be led by associate director Morna McLelland. She has joined Stripe from Scottish whisky firm The Glenmorangie Company, where she was global brand comms manager overseeing the global rebranding and relaunch of the Glenmorangie portfolio.
Edinburgh-based Stripe was launched in September 2006 and is part of marcoms outfit Cello Group.
Stripe is headed by MD Juliet Simpson, who was previously head of PR, corporate comms and mass market campaigns for Vodafone Australia.
Other current Stripe clients include John Lewis, Shelter and NHS Scotland.