Holy Island Gin_sell out media relations
Holy Island Gin, based in Northumbria’s coastal island, Lindisfarne is a craft gin company who predominantly sold bottles regionally and through local pubs and restaurants. In order to assist small businesses such as them, Siren Comms reached out to the owners of the distillery to assist in increasing their awareness and pushing sales nationally during the Covid-19 lockdown whereby tourism to the island would be quiet and local pubs closed.
Researching the current trends, Siren Comms drafted a press release which captured the inspirational travel trend of the time, and positioned Holy Island Gin as a way to ‘taste’ travel, 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.
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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.
Pieces of coverage
Media value (£)