The Challenge

In October 2013, LUX was tasked with launching the UK’s very first experiential craft brewery into the global public consciousness.

Drygate Brewing Co. was set to break the mould, and the world’s burgeoning community of craft beer drinkers needed to know how. Sharing the site of Scotland’s oldest, most iconic brewery at Wellpark presented a fresh facet to our challenge – it was essential that Drygate’s pioneering spirit of collaboration and creation set it apart as a destination in its own right for food and drink lovers.

The Solution

LUX began devising a full, failsafe international PR campaign six months before Drygate was to officially open.

We knew that the right kind of hype around Scottish brewing’s newest and most exciting venue hinged on creating a robust media pack. High quality photography, long and short lead press releases, and thoroughly media training the Drygate staff to become unrivaled brand ambassadors were all essential.

Our media sell-in targeted regional, national and international press, and a special blogger event was staged for six influential beer writers. Lifestyle, news, trade and travel press were all treated independently for maximum impact.

With the media pack as our foundation, LUX organised Drygate Brewing Co.’s official press launch day including professional photocall and broadcast media presence.

LUX also reached out to a handpicked selection of Scotland’s finest food and drink bloggers who joined us on launch day for a tour of the brewery, sneak preview of the core range and Vintage at Drygate menu offering.

the results

The Results

An exceptionally thorough approach to traditional media engagement resulted in phenomenal international, national and regional coverage surrounding the launch of Drygate Brewing Co:

  • 11.4 million people reached around the world through opportunities to see and hear

  • 106 individual pieces of coverage across radio, TV, print and online in the eight weeks leading up to the official launch of Drygate

  • 3,294% return on investment

  • Subsequent collaborations with Edinburgh’s Gilded Balloon Comedy Club and London’s seminal industry festival, Craft Beer Rising