Brew//LDN

Jul 24

Event

The Client

Brew//LDN is the UK’s biggest Craft Beer Festival, which took place at Printworks on May (6th and 7th) 2022. They brought together over 100 exhibitors (breweries, cider producers and other alternative brands), in the event that had 4 sessions, 1 being exclusive for the trade and the 3 for the general public.

The Brief

Goho supported Brew//LDN's PR campaign, and agreed to create at least 6 press releases, covering different angles, and secure at least 15 placements.

Our Approach

On top of promoting the event, we created different brand messages exploring Brew//LDN from different angles, with the aim of enhancing the brand's concept to strengthen its positioning in the market. We wanted to showcase the brand's personality, telling its story through the people and initiatives that make up who Brew//LDN are (eg: charity support, diversity, responsible approach etc). We revisited the approach with journalists on a regular basis, ensuring we kept Brew//LDN's news fresh and interesting to the press. Throughout the campaign we created 9 press releases, associating Brew//LDN with topics like Dry January, Women's History Month, Alternative Hen Parties and student entertainment.

On top of the regular PR approach, we also organised beer boxes as press kits and hand-delivered them to targeted journalists. We also attended and photographed the entire festival and other events organised by Brew//LDN.