Global Vintners hires Cowan & Company

Global Vintners has tapped boutique PR agency Cowan & Company (C&C) to manage the Canadian launch of Brewer’s Best, an at-home craft beer-making kit. Throughout the year, C&C will develop and executive a strategic PR program, including media and digital influencer relations, event planning and strategic partnerships. C&C won the business after being invited to […]

Global Vintners has tapped boutique PR agency Cowan & Company (C&C) to manage the Canadian launch of Brewer’s Best, an at-home craft beer-making kit.

Throughout the year, C&C will develop and executive a strategic PR program, including media and digital influencer relations, event planning and strategic partnerships.

C&C won the business after being invited to participate in an RFP. “They were looking for an agency that had beer experience,” said Cathy Cowan, president and founder of C&C, which handles PR for Prime Pubs (the operator Fionn MacCool’s) and Toronto’s Bier Markt. “They also wanted an agency that is going to spread awareness of Brewer’s Best and create engaging initiatives for bloggers and influencers, which is a key target for them.”

On that front, beer bloggers are the number-one target audience, and C&C will launch a number of campaigns to engage with them throughout the year, including samplings, giveaways and contests.

Brewer’s Best is described as a premium, all-malt craft beer ingredient kit featuring fresh ingredients and 21 craft beer recipes.

“Brewer’s Best is the number-one craft beer-making kit in the States, so we think Canadians are going to love it,” said Cowan. “By definition, Canadians love beer and especially craft beer. With such a popular kit coming north of the border, I think it will be a huge hit.”

Global Vintners, a division of Andrew Peller Ltd., also makes and distributes home winemaking kits under the banners Winexpert, Vineco and Wine Kitz.

Advertising Articles

Looking for a celebrity endorser? Try Liam Neeson

Nielsen survey looks at the effectiveness of celebrity pitchmen and women

La Roche-Posay sheds light on the perils of sensitive skin

L'Oréal Canada brand enlists model Jessica Langlois to share her story

Sport Chek pens a runner’s manifesto

Retailer continues its "All Sweat Is Equal" campaign with a new agency

From street to store, Nespresso tries to woo Canadians

Effort targets consumers that gravitate towards higher-end coffee chains, brands

Kraft Singles plays mind games in online effort

Cheese brand introduces "A craving is a powerful thing" tagline

Sport Chek and Sid Lee part ways, Rethink steps in

Rethink Communications takes over retailer's "All Sweat is Equal" campaign

McDonald’s tricks consumers with ‘salad society’ pop-up

Fast food chain creates a fake restaurant brand to get consumers to try its salads

Mobile quickly becoming video-viewing platform of choice

Mobile video ads are a big opportunity as consumers flock to smartphones for viewing

Getting from 3% to 50%: Yes We Can (Column, pt 1 of 6)

Janet Kestin looks back on adland in the 1980s to see how little has changed