This month’s pick is a great drinks PR coverage example, and a big one for us featuring Karisimbi White Rum.
A feature in The Guardian’s The Filter, written by one of the UK’s most respected drinks writers, highlighting some of the best rums available right now.
And yes, our client made the cut.
The Coverage
The piece, “Best rums tested in the UK”, is exactly the kind of coverage drinks brands want to land.
It’s authoritative without being intimidating, genuinely useful for readers, and sits in a place where people are actively looking for recommendations. Not just browsing, but thinking about what to buy next – something for themselves or maybe a present. An easy click and buy once they’ve found their star product.
Karisimbi was included as part of that curated edit, alongside other standout bottles, which immediately positions it in strong company.
Why This Drinks PR Coverage Works So Well
There are a few reasons this worked so nicely, and none of them are about blasting out a press release and hoping for the best.
1. It’s built on a relationship
We’ve worked with this journalist over time, keeping in touch, sharing updates and understanding what she’s interested in.
That means when something new and relevant comes along, we’re not starting from scratch. There’s already trust there.
It also means we know the kind of pieces she writes. Regular tasting round-ups like this are a staple, so we can spot the opportunity early and make sure our products are part of the conversation.
We are also on her call-out list – she knows what we do and the type of brands we look after.
2. We got the product in front of the right person
This sounds obvious, but it’s often where things go wrong.
Tasting pieces rely on the journalist actually trying the product. So it’s about timing it right, making sure samples are sent when they’re needed, and that they arrive and stand out.
Karisimbi is a great example of a product that delivers when it lands on someone’s desk. It looks the part, it has a story, and most importantly, it tastes brilliant.
3. The product has a story beyond the liquid
Karisimbi isn’t just another rum.
There’s a strong narrative behind it, including a link to gorilla conservation, which gives it a purpose beyond the bottle. That kind of detail matters, especially in lifestyle features where readers are connecting with more than just flavour.
Plus, we were quite deliberate with what we sent. White rum isn’t the obvious choice at the moment, which actually worked in our favour. It meant we weren’t up against all the bigger, darker styles, and it gave us a better chance of standing out. This one’s an award winner too, and not your typical white rum, so it really holds its own.
It gives the journalist something extra to talk about and helps the product stick in their mind and mouth.
4. It fits the format perfectly
Not every product suits every piece.
Round-ups like this need variety, quality and a reason to be included. Karisimbi ticks those boxes, so it doesn’t feel forced or out of place.
It’s a natural fit, which is exactly what you want.
The Bigger Picture
This is a great reminder that strong coverage often comes down to consistency.
Keeping relationships warm. Knowing what journalists are working on. Sharing the right products at the right time.
There’s no big reveal or one-off trick here. Just doing the basics really well, over time.
And when it comes together like this, the results speak for themselves.
If you want your brand to be part of conversations like this, get in touch. We’re always happy to chat.
Until next time. Thanks, Hannah
