At the start of Summer 2020, Little Red Rooster was tasked with hosting an event to capture the attention of the UK press around the launch of Siren Craft Brew’s out-of-this-world session IPA, Lumina. Due to the global pandemic, we had to think outside of a traditional in-person briefing / party setup, so the decision was made to host a virtual session on Zoom.

With the UK on lockdown, we had to produce a kick-ass virtual event that would intrigue influencers and media in under a month. With Lumina’s universal appeal and astronautical themes, we enlisted the help of astrophysicist and YouTube star, Dr Becky Smethurst. She offered press an insightful introduction to stargazing plus aided the production of a Siren branded planisphere.

We quickly set to work, drawing up a hit list of top-tier media contacts that we knew would provide us with the stardust national, lifestyle, and food / drink coverage this intergalactic IPA deserved. We then forensically  pitched to each media vertical with tailor-made pitches for each.

At the same time, we worked with the brewing team at Siren Craft Brew in Finchampstead. Darron Anley, founder and MD, was prepped to join the virtual event and discuss Siren’s heritage plus Lumina launch. Each attendee was sent a crate of Lumina, Siren glass, plus Nikon camera and stargazing binoculars to enjoy from the comfort of their own home. This event was hosted by Little Red PR and a Q&A portion provided press ample time to delve into the innovative brewing process of Siren Craft Brew’s Lumina IPA.

The result was incredible! 27 VIP journalists attended from the likes of The Guardian, The Sunday Times, WIRED and ShortList, with a total of 32 pieces of stellar coverage inking across the whole project.

90% of coverage was attributed to our pre-agreed priority media list, reaching potentially a monumental 98 million people.