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.