Holy Island Gin - sell out media relations
Holy Island Gin is based on Lindisfarne off Northumbria’s coast is cut off by the north sea twice a day. The company has erupted on to the competitive North East craft gin scene and pre COVID19 was enjoying sales locally and to visitors to the island. Lockdown hit the business and the island significantly. Siren was briefed to create national and regional publicity to drive sales online and keep the business trading.
Siren Comms created a raft of exciting content which captured the inspirational travel trend of the time, and positioned Holy Island Gin as a way to ‘taste’ travel to this beautiful part of the world, leaning on its quirky location. Recipes were also drafted with the distiller, Andy Cowan. Coupled with an offer of a ‘stay at home’ bundle, this was distributed to national publications, regionals, foodie bloggers and lifestyle publications.
With new national awareness, media who were interested in the product, were also sent craft sized bottles of the gin to review.
Following the strategic media liaison, Siren Comms achieved national coverage in key titles like Evening Standard and Tatler Magazine. The Holy Island Gin distillery sold out of its ‘stay at home’ bundles. Owner, Andy Cowan noted in a media interview “Gin is a very competitive market, so the national publicity has been great”. With national coverage, the distillery has delivered bottles to every single corner of the UK, from Northern Ireland, Scotland and Wales to south-west England.