When Benromach Distillery decided to launch a gin, Red Door Gin, they asked Muckle Media to provide PR support around the launch and follow-on activity. ​​

Muckle Media has supported Red Door Gin through trade and lifestyle media relations activity, launch support and sampling, and through creative campaign concepts. During the 6-month launch period, Muckle achieved over 80 pieces of coverage with a reach in excess of 12 million.

Challenge

In May 2018, Muckle Media handled the announcement that Benromach Distillery planned to distil its first gin. 

This was followed by the product launch in July 2018, for which Muckle Media was responsible for media relations and sampling amongst influencers. 

Strategy

As it was the first venture outside of single malt whisky for Benromach Distillery, Muckle Media created a launch strategy which explained how the distilling expertise at Benromach allowed for the creation of this exquisite highland gin. ​​

Muckle Media launched Red Door Gin through focused media relations activity and sampling opportunities with tier one media, highlighting the provenance as a way to differentiate Red Door Gin in a busy market.

Results

Muckle Media secured coverage of the Red Door Gin launch across national, trade, lifestyle and local media in the UK including: The Scotsman, The Herald, The Spirits Business, SLTN, Scottish Woman, Scotland magazine The Gin Kin, Forres Gazette and the Northern Scot. Sample reviews were extremely positive, with Scottish Gin Society stating: “Served in a G&T, Red Door is an instant favourite.  It is crisp and punchy, somehow pulling off the complex fusion of citrus, juniper, floral and sweetness in every more-ish mouthful.”