Four Pillars - Bloody Shiraz Gin
BRIEF
Communicate the launch of Australian Four Pillars Gin in the UK – the home of gin – to trade and consumer media, to encourage new listings in Waitrose and on and off-premium locations.
EMOTIONAL TRIGGER
To stand out in a busy market, Stir recommended doubling-down on Four Pillars’ cult favourite Bloody Shiraz Gin, allowing us to lean into the unique provenance and flavour cues of Yarra Valley Shiraz Grapes. Offering a distinct alternative to the ‘pinkgin’ trend, creating buzz around ‘purple’ gin generated renewed consideration for the brand as a whole. Once you try FourPillars, you’ll fall in love and never look back.
OPPORTUNITIES TO STIR
Hosted virtual brunches with build-your-own brunch kits to induct key media and influencers into the FourPillars family and drive coverage.
Managed an always-on press office for 6 months to secure product and recipe placement coverage, in addition to founder profiling across lifestyle press.
Partnered with presenters, HelenMcGinn and Kat Farmer to sponsor an IGTV episode of Wine Time.
RETURN ON EMOTION
18
Top tier media and influencers attended the virtual event
151M
Total reach of media and influencer coverage
78
Pieces of coverage, incl. 12 nationals and broadcast slot on UK breakfast TV show This Morning
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