This month at Little Red PR we were ecstatic about landing our first major drinks client, innovative and forward-thinking local brewery, Siren Craft Brew. Acclaimed for delighting the passionate beer enthusiasts while intriguing newbie beer drinkers, Siren today added to its core range of craft beers with the launch of its celestial-themed Session IPA, Lumina.
Despite these unprecedented times, we were eager to make Sirenâs latest release an out of this world success and, being huge craft beer fans ourselves, thought – what better way to celebrate Lumina from the comfort of our own homes than with a virtual beer tasting event?! But, in true rooster fashion, we took this a step furtherâŚ
In line with the cosmic inspired beer, we created a star gazing and beer tasting event rolled into one. Each attendee was sent a crate of Lumina as well as a care package with all the essentials you would need for the perfect at-home star gazing experience, including: telescopic binoculars, Nikon camera, picnic mat, torch and a large jar of flying saucers as a finishing touch. We were fortunate enough to be joined on Zoom by 26 press, including a plethora of VIP media such as The Guardian, Esquire, The Sunday Times, The Sun, Metro, The Daily Mirror and many many more!
Rocket launching the virtual event was Darron Anley, founder of Siren Craft Brew, who told the story of the Berkshire based brewery plus discussed the launch of Lumina along with detailed tasting notes for our guests. We then passed over to Oxford University astrophysicist, Dr Becky Smethhurst, who shared her best star gazing tips, what to expect from the nightâs sky and how to best capture on camera. This was followed by a Q+A session where journalists had a chance to ask questions about the brand, star gazing and Lumina, before being left to enjoy their craft beers over the weekend.
A beer years in the making, Lumina is the final result of an amalgamation of experimentation and brewing expertise – a hoppy and explosively tropical craft beer guaranteed to please all. Teasing with hints of mango and pineapple followed by an eruption of citrus aromas, Lumina is the pinnacle of craft beer, lightyears ahead of the game.
This stellar event was geared towards booking in exceptional coverage for Sirenâs latest launch, targeting a range of high-calibre lifestyle press, such as Esquire, Woman & Home and ShortList, and of course aiming to hit the pages of national newspapers and glossy supplements. Through booking in print, online and social media coverage, we created a buzz around the Lumina not only for launch but also to ensure a steady orbit over the next few months.
For more information please email the team â siren@littleredpr.co.uk
