Author: Sam Houston

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

Each month, we’ll share a recipe or cocktail we’ve created and shot in-house, showing how we bring products to life through content.

This month’s recipe is all about big flavour with minimal effort. Smash burgers are having a bit of a moment, and this version brings something a little different.

These Thai-inspired pork smash burgers use grated JAZZ™ apples for a fresh, slightly sweet twist that works perfectly with chilli, coriander and rich pork. Quick to make and full of flavour, they’re ideal for easy dinners or summer cooking.

How to make Thai-inspired pork smash burgers

Serves: 6

Prep time: 10 minutes
Cook time: 10 minutes

Ingredients

• 1 JAZZ™ Apple, grated
• 500g minced pork
• 30g fresh coriander, finely chopped (leaves and stalks)
• 1 red chilli, finely sliced
• 1 egg, beaten
• 6 burger buns
• 6 lettuce leaves
• 1 tomato, sliced
• Sriracha mayonnaise, to taste
• Sea salt
• Neutral oil for frying

Method

Add the grated apple to a large bowl with the pork, coriander, chilli and beaten egg. Season with salt and mix well until combined.

Divide into 6 and roll into large meatballs.

Heat a splash of oil in a large pan until hot. Add one meatball at a time and press down to form a thin burger patty. Cook in batches so the pan doesn’t get crowded.

Cook for around 2 minutes on each side, until nicely browned and cooked through.

Serve in burger buns with lettuce, tomato and a drizzle of sriracha mayonnaise. Go for one patty or two depending on how hungry you are.

Why this recipe stands works

Adding grated apple keeps the pork really juicy and brings a bit of sweetness that balances the heat from the chilli. It’s simple, but it makes a big difference and gives the whole thing a fresh twist.

How we’d bring this to life for you

This is the kind of recipe we create to make a product feel easy to use and genuinely appealing. Nothing overcomplicated, just something people can picture themselves making.

We’d plan this with a clear use in mind from the start. It could sit as a press-ready recipe, social content, or something to bring more life to a website. Often it does all three.

Everything is shot by us in-house, so we can talk about how it looks and works for you, how it’s styled, and how it sits in a magazine page or online. It means the final content feels consistent and works where it needs to.

It’s always about more than the recipe. It’s about giving the product a reason to be picked up, talked about and shared.

Need something like this?

We create recipe content like this for food and drink brands, designed to work across social, press and digital. If you’re looking to build something similar, drop us a message.

Until next time. Hannah

Each month, we’ll share a piece of coverage we’ve loved – and why it worked.

This month, it’s Distilled Brunette featured in Decanter – both online and in print, and a good example of how to get press coverage right.

How to get press coverage: a real example

Why it worked

1. The product did a lot of the work for us

Lucky us, who get to work with such cool, innovative brands.

A clear coffee liqueur isn’t something you see every day.
It’s simple, but it gives a journalist an immediate reason to pay attention.

2. The groundwork was thorough

Before anything went out, a lot of work went in.

We shot the photography ourselves, styled it, and thought carefully about how the product should look and be presented. Cut outs and lifestyle shots were created to work for different media too. We prepare everything because you never know what you’ll get asked for.

We worked closely with the brand to shape the story and pull together the press release, making sure everything was right, consistent and ready to go.

So when we went out to press, everything was already in a really strong place.

This is where a lot of the work happens – and it’s key to getting strong press coverage.

3. It was the right place for it

We didn’t have many samples (samples are tougher to get now than ever. But that’s for another blog post). Decanter is a leading voice in the drinks industry, so it made complete sense for this product.

So, it wasn’t about sending it everywhere, just sending it where it fit.

4. We knew who we were speaking to

We’ve built a relationship with the Spirits Editor over time, so we understand what they’re interested in and how they like to work.

5. The story was clear (excuse the pun)

No overcomplicating it.
Straightforward, easy to understand, and straightforward USP’s. We knew the product and knew it tasted good. It also looked beautifully in the bottle and in the glass, so would stand out on the page.

6. We got the product in front of them

Samples were sent quickly, so they could try it and understand it.

It really makes a difference to have something they can see, feel and taste – before anyone else.

7. We followed up (without overdoing it)

Just a simple nudge at the right time.

The Coverage

The feature appeared in Decanter online and was also included in the print magazine – which was a great result for us and our client.

Brunette Clear is a really interesting take on a coffee liqueur. It’s completely transparent – which immediately sets it apart – and is made using parts of the coffee plant that are usually overlooked, like cascara and coffee blossom. The result is a much lighter, less sweet profile than you’d expect, with more delicate, floral and fruity notes. It’s designed to open up new ways of using coffee in drinks, from a clear espresso martini to cocktails where coffee wouldn’t usually feature.

It’s a good reminder that the best coverage usually starts way before the pitch.

We love seeing a story come together like this when everything’s been thought through early on.

More next month.

Hannah.

Starting Hungry Communications wasn’t some big, thought out plan.

It came from years of seeing how PR should work and how often it doesn’t.

We’re a small, family-run PR, marketing and events agency, working with food and drink brands across the UK.

What didn’t work for us

Sam started out as a journalist, then moved into a large London PR agency. On paper, it was exactly where he’d wanted to be – interesting clients, big campaigns and steadily moving up the ladder.

But the higher he got, the further away he was from the part of the job he actually enjoyed.

He spent less time speaking to journalists. Less time with clients. More time managing, reviewing, overseeing.

Which wasn’t why he moved into PR in the first place.

And that’s something we see often in the industry and hear from clients regularly. The more senior you become in many agencies, the less hands-on you are.

The problem with PR

There’s a lot of good work in PR but there’s also a lot that didn’t sit right with us.

Too much jargon for one. We like to talk like people talk.
Too much overpromising. We’ll tell you what we can do and what will work.
Too much distance between the idea and how it all turns out. We’ve had people say to us:
“I know you can’t promise results…”

And they’re right, no one can guarantee exact pieces of coverage.

But you can know what’s likely to work well.
You can have relationships with journalists and understand what works for them.
And you can build a plan that gives a brand the best possible chance of success.

That’s where experience, media contacts and being hands-on really matters.

Why we started a PR and marketing agency

We wanted something different and we wanted to work by our own rules.

We’re a small, family-run team where everyone is involved. We talk to each other, we use our strengths and we know what we’re good at.
The people coming up with the ideas at Hungry are the same people making them happen.
There is no chain to pass you down. It’s us.

Jack joined a few years in, also from a journalism background. This means we naturally see both sides. We know what makes a good story, but also what makes someone actually want to talk about it.

And Hannah (that’s me) came from a PR and marketing background across fashion and digital – bringing that wider view of how PR fits into a brand as a whole, not just as coverage for coverage’s sake.

Between us, we make a great team and we love working together.

We all like people. We like building relationships. We like getting stuck in.

How we work (and why it works)

We do the work.

From the first idea…
To pitching it…
To seeing it out in the world. Whether that’s someone reading it, eating it, sharing it, or talking about it.

We’re involved in the whole thing. And because we’re small, we can move quickly, try things, change direction, and actually make things happen.

There’s no handover moment where things lose energy. We’ll bring the energy from start to finish and keep pushing until we get the results. We still get a buzz from seeing the results to this day.

We don’t just think about PR, we look at how it connects across marketing, events and the whole brand.

The kind of brands we love

Food and drink is at the heart of what we do and it always has been.

We come from a big family, and a lot of life has revolved around food. Big meals, trying new places, sharing recommendations, planning what we’re going to eat next.

So working with food and drink brands feels natural to us. We genuinely love it, and that makes a difference.

From startups to more established brands, what matters most to us is:

• A strong product
• A story worth telling
• Founders who are up for it
• And a willingness to try something a bit different

We like doing good work, being hands-on, and helping brands grow through PR, marketing and events.

That’s why Hungry exists.

And if you want to find out more, we’d love to chat.