Insight
Bellfield Brewery, the UK’s first dedicated gluten free brewery launched in 2016 and secured immediate recognition locally in Edinburgh. However, with an ambitious growth strategy, achieving UK-wide distribution, stockists and sales was essential. The team therefore worked with Pagoda to create a B2B campaign that would reach target businesses.
Idea
While the business had secured around 200 outlets mostly across the central belt of Scotland, Bellfield specifically wished to secure contracts with major drinks distributors and wholesalers, especially in South East England, to leverage its first-mover advantage and grow the market for its beers. We developed media hooks to interest a wide range of trade and business titles to secure coverage and drive interest – and sales – from trade customers.
Impact
We secured coverage in core titles such as The Drinks Business, Imbibe and The Caterer. Bellfield received 37 enquiries off the back of the PR activity carried out, which included Matthew Clark (the UK’s largest drinks distributor); the Tate Gallery and many other London outlets. The brewery reported that its media profile led directly to several export opportunities (Singapore, China, Switzerland)
Our work for Bellfield was awarded a PRCA Dare Award for B2B and Trade PR.
