“I’ve really enjoyed working with Scoop, the whole team are so friendly, approachable and knowledgeable. Nothing seems to be too much trouble. the team have helped us with every request we have had all while showing extreme patience. We have been very happy with our relationship across all facets including local press, national press and organising events. Overall a very positive experience with a cool bunch of people.”
Shaking up the British rum category with DropWorks
- Client: Using PR to shake up the British rum category with DropWorks
- Communications, Launch Campaign, Product Placement, Trade Event
- Date:
DropWorks is a bold, modern British rum brand and home to Europe’s largest rum distillery, founded by a team of passionate drinks experts. The brief was clear: amplify their mission to redefine the British rum category with a disruptive product range and challenge today’s drinkers to choose UK-made over dominant market imports.
Objectives
From the distillery launch and its first products on the market to releasing their first barrel-aged rum, we partnered with DropWorks to deliver a strategic, moment-led trade and consumer PR campaign. Our Objectives? Drive awareness, reshape perceptions, and help build appreciation for small-batch, British-distilled rum.
The Challenge.
Spiced rum dominates the UK rum market – but did you know that many of the top-selling bottles can’t technically be called rum? Neither did we. By law, you can’t add flavourings or sugar to rum and still call it rum. Once you do, it becomes a ‘rum-based spirit drink’ and at that point, it’s no longer rum at all.
So, here was the challenge. DropWorks wasn’t just launching new products – they were on a mission to disrupt an entire category. That meant going up against long standing market leaders, challenging consumer assumptions, and educating people on what’s really in their glass.
To help achieve this, we needed to take a deep dive into their production methods, craft a sharp and engaging PR strategy, and get trade and consumer audiences thinking and talking about proper British rum
The Solution.
As an agency, we know the value of securing stockists and showing up in front of suppliers for a new drinks brand and its products. So, aligned with DropWorks’ internal strategy, our focus was primarily targeting trade media to support this key goal.
From the initial core product range announcement, to the release of its first barrel-matured drop and the appointment of a new CEO, we secured widespread trade coverage engaging key drinks journalists across titles like The Caterer, Morning Advertiser, and The Drinks Business.
Not stopping at press releases, we also sought opportunities to amplify and go after thought leadership features, inviting journalists to the distillery, securing a standout feature in Yahoo! Business, and also hosting a virtual event for the Barrel Drop release.
The exclusive event hosted influential drinks journalists to learn all about the new product from the distillery’s owner, where we sent out personalised gift boxes with rum chocolates created by a local Nottingham chocolatier, bespoke bottled cocktails and a full bottle of the delicious rum to show its versatility.
The personalised approach enabled greater depth and discussion than a release ever could while, critically, engaging London based journalists with the Nottinghamshire based brand. As a result, we secured thought-led features and placements across all publications who attended.
While trade was our priority, we also recognised the importance of visibility with consumers. So, we shifted gears to secure product placements in SL Man, Evening Standard, and The Mirror, raising a glass to well earned coverage in the lifestyle space, too
Our Approach.
As an agency, we know the value of securing stockists and showing up in front of suppliers for a new drinks brand and its products. So, aligned with DropWorks’ internal strategy, our focus was primarily targeting trade media to support this key goal.
We knew DropWorks needed more than just noise. It needed credibility, conversation, and cut-through.
We led with trade to get the right people talking, created standout moments that sparked real engagement, and then brought the buzz to consumers.
The result? A rum brand that didn’t just launch, but landed
What we did.
- Product Placement
- Communications
- Launch Campaign
- Trade Event
Scoop were so much fun to work with! The team are not only super collaborative but they have really creative ideas and ALWAYS bought the energy.
We saw some great successes in the form of coverage as well as some really great visits to our Distillery as part of our brand launch, and appreciated their organisation and coordination skills for a virtual press tasting we held for the launch of our first barrel matured Rum.
Team Scoop are an asset to any business, and we wouldn’t hesitate to recommend them to anyone considering working with them
What our clients say
John Gillespie, Phenix Salon Suites
“Scoop and the team really took on board what our aim was and worked with us throughout the period to deliver excellent results. Communication and updates were made very easy and we honestly felt It was well worth it! We have already recommended scoop PR to other business owners.”
Shaza Ul-Hassan, Frurt
“Pippa and her amazing team at Scoop helped us to connect with some great networks and partnerships in the Manchester and Cheshire area. The team always goes the extra mile to support on any project or task needed and have been a pleasure to work with helping us deliver some great quality press and influencer content during our peak booking months.”
Annie Ramrachia, Secret Spa
“I would highly recommend Pippa the team, they were a pleasure to work alongside and really impacted our marketing direction. The initial workshop created by the team was a fantastic way to gather the data around who we are as a business and where our strengths lie. Pippa and the team have their finger on the pulse with current marketing trends and I would highly recommend their services if you’re looking to expand your brand to new audiences, yet keep your current customers engaged in your product.”
Acacia Cairns, Partington’s Holiday Parks
“Pippa and her team originally worked with us to deliver the PR for the launch of our Manchester restaurant, but we’ve since expanded their remit to lead the PR & marketing for all of our venues nationally. The team really get stuck in, are a pleasure to work with, reliable and deliver incredible results across the board.”
Paul Goodale, PizzaLuxe
Scoop were so much fun to work with! The team are not only super collaborative but they have really creative ideas and ALWAYS bought the energy.
We saw some great successes in the form of coverage as well as some really great visits to our Distillery as part of our brand launch, and appreciated their organisation and coordination skills for a virtual press tasting we held for the launch of our first barrel matured Rum.
Team Scoop are an asset to any business, and we wouldn’t hesitate to recommend them to anyone considering working with them
- Vicki Georgiou, Head of Marketing
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