Launching a drinks brand in 2025? Here’s your drinks PR checklist

Before you raise a glass to your new launch, make sure you’ve considered these essential drinks PR priorities. With shifting consumer habits and an increasingly fragmented media landscape, getting your PR strategy right is not optional – it’s critical.

1. Define Your Brand Story, Then Sharpen It
Your brand needs more than a nice label and a clever name. It needs a narrative:

• Why does this drink exist?
• What’s your origin story?
• What values do you stand for (sustainability, heritage, innovation)?
• Who are you speaking to?

Tip: Avoid clichés like “crafted with passion.” Instead, focus on founder-led insights, production details, or social purpose that’s ownable and emotionally resonant.

2. Invest in Exceptional Visual Assets
You’re selling a lifestyle as much as a liquid. That means:

• Product shots (cut-out + lifestyle)
• Short-form video (Reels, TikTok, 6-second formats)
• On-brand photography (on-trade and at-home settings)
• B-roll for media requests or future campaigns

Tip: A press kit with visuals, founder bios, and key facts ups opportunities for coverage.

3. Secure Media Coverage Early And Strategically
Build buzz with a pre-launch media preview or soft reveal, especially with:

• Drinks & lifestyle journalists
• Trade titles like The Grocer, Drinks Business, Morning Advertiser
• Influencers and content creators in your niche (e.g. drinks, alcohol-free, luxury)

Tip:  Think beyond the product – offer stories about trends, innovations, or sustainability in the drinks industry and why you’re part of it.

4. Get Your Founder Media-Ready

In a world of authenticity and transparency, founders are often the best ambassadors. Whether it’s a podcast interview, a TV slot, or a panel discussion:

• Nail your elevator pitch
• Prepare for tough questions (about alcohol, health trends, pricing, sustainability, etc.)
• Be fluent in your mission and point of view

Tip: Invest in media training, even 2 hours can make a huge difference.

5. Make Your ESG Story Credible

From carbon footprints to social impact, drinks brands are under increasing scrutiny.

Be clear on:

• Your sourcing
• Packaging decisions (glass vs. aluminium vs. PET)
• Inclusion and ethical supply chains
• Responsible drinking messaging (especially for alcoholic brands)

Tip: Don’t greenwash, authenticity wins. Vague sustainability claims get flagged fast in 2025.

6. Build A Social PR Engine, Not Just A Grid

Instagram is just the beginning. You need:

• Launch-week content strategy (announcements, founder stories, countdowns)
• Reactive PR for cultural moments (Dry January, summer BBQs, sporting events)
• Influencer partnerships, paid and earned, to drive reach and trust

Tip: Short-form video and UGC-style storytelling will outperform glossy ads every time.

7. Get Trade-Ready With Retailer & Buyer-Focused PR

For on- and off-trade listings, your PR should support sales efforts with:

• Brand story + unique selling points (USPs)
• Performance data (taste tests, consumer research, data and insight)
• Activation plans (sampling, POS, seasonal campaigns)

Tip: Buyers want to know: Will this brand drive footfall and loyalty?

 8. Plan Your Launch Like A Campaign, Not A Day

Avoid the classic PR trap: blowing everything on launch week and then going silent. A smart launch PR plan will:

• Build momentum before launch
• Peak at launch
• Sustain buzz for 3–6 months with layered storytelling, product extensions or event activations

Tip:  Include multiple “PR hooks” — new stockists, seasonal serves, awards entries, collabs.

Bonus: Track, Learn, Adapt

After launch, measurement is key:

• Coverage quality and reach
• Engagement metrics (social shares, comments, saves)
• Website traffic and conversions
• Influencer ROI

Refine the strategy based on what works.

Final Word

Launching a drinks brand is a mix of art, science, and serious hustle. PR isn’t just about making noise; it’s about building trust, relevance, and momentum in a crowded market.

With the right plan, the right story, and the right people talking about you, your bottle might just be the next one in everyone’s hand.

Nexus works with some of the UK’s leading drinks and lifestyle brands to deliver 360-degree Drinks PR strategies across trade media, consumer news, business titles, digital media, podcasts, influencers, social, national and international broadcast platforms.

Want to know more? Get in touch.

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