We started working with Angostura in 2012 when we were invited to raise the profile of the world-renowned drinks company’s bitters and rums. Freshwater then spearheaded a campaign to deliver the PR around the UK launch of the world’s most expensive rum, Legacy, in 2013.
In building momentum for the launch of Legacy, the strategy included the promotion of the UK heat of the Angostura Bitters Global Cocktail Challenge where a specially designed Facebook App for entrants was produced. We also targeted and secured an extensive range of column opportunities and devised recipe ideas for features, as well as interviews with key staff.
Over 50 articles were generated, with a combined AVE of over £32,000, representing a PR value in excess of £97,000 – approx 14x ROI. The overall number of opportunities to view reached almost 120 million.