Boston-based agency 360 Public Relations has been named U.S. agency of record for UK brand Crabbie’s Alcoholic Ginger Beer.
The alcoholic ginger beer was first introduced in 1801 in Edinburgh, Scotland, and is now manufactured by UK-based Halewood International Holdings PLC. Crabbie’s, which is distributed in the U.S. through St. Killian Importing, was introduced to six states in 2012. Due to rapid growth, its U.S. presence later picked up to 48 states, and it will be distributed in all 50 states by 2017.
360PR’s integrated campaign for the adult beverage, titled “The Crabbie’s Rules,” will target earned, paid and shared media channels nationally and in key markets throughout 2016. The campaign, which will particularly focus on Millennial consumers, will emphasize the brand’s originality in the adult beverage industry, and will also support “Crabbie’s Weeks,” an event series that St. Killian Importing has launched in major markets.
360PR, which holds additional offices in New York, Washington, D.C. and San Francisco, in 2015 accounted for more than $1.7 million in food/beverage related net fees, according to O’Dwyer’s rankings of PR firms. Current 360PR beverage clients include Juicy Juice, The Pogue’s and illy Italian coffee.