Binary Botanical - consumer & trade PR for beer brand
Binary Botanical is a new beer that blurs the lines between beer and wine and is described by its creators as the wine-lovers beer. It was developed by a team of women with years’ of experience of the brewing industry, who shared the frustration of wanting a moderate alcoholic drink – yet not enjoying the traditional bitter taste of beer. binary has a fresh, tangy and aromatic profile that will appeal to beer, wine and cider fans alike. binary also produce low alcohol version (0.5%) driven by the founders’ frustration that most non- or low alcoholic drinks are either bland or too sweet.
We began working with the Binary team around their launch in January 2019 and continue to support them with PR that includes:
Launching Binary Botanical and the low alcohol equivalent to consumer food & drink and lifestyle press including offering samples to journalists. Coverage includes reviews and recommendations in Woman & Home, Psychologies and Olive, Good Homes, Vegan Life and more.
Launching both products to the drinks trade press for both off-trade/retail and on-trade/hospitality market to increase listings - coverage achieved includes Just Drinks, Drinks Retailing, Bar, Restaurant magazine, Inside Drinks and Morning Advertiser and Imbibe.
Building the founders’ profile as women in business / women in brewing in the trade press and local media including Surrey Life Magazine, Round & About, Guildford magazine and more.
Raising awareness of a Dry January Cocktail competition open to bar tenders and mixologists through the trade press to encourage entries and highlight the winners - and generally to promote the idea of using no/low alcohol beer as a mixer in cocktails.
Build expertise and thought leadership in trade and consumer press about issues such as pairing beer with food, beer in cocktails, the low-alcohol beer category.
You can see a selection of the coverage achieved on the press page of their website: https://binarybotanical.com/category/pr/
“As a small start-up brand we could not have asked for a better partner in Polly. Well respected and connected in the food and drink industry Polly is able to get the impossible done with a limited budget.
In addition, because we were new to the world of PR, the guidance to develop our communication strategy and honest feedback when we were going on a tangent was invaluable.
I would highly recommend Polly to anyone looking for a ‘partner’ rather than ‘supplier’ which is a rare find.
Danielle Bekker, Co-founder Binary Botanical
