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.