The Drinksology Group, on behalf of brand owners Biggar & Leith, tasked MPR with launching two new Malfy Italian Gin expressions in the UK, joining the original expressions, Malfy con Limone and Malfy Originale. MPR issued samples of the new Malfy con Arancia and Malfy Gin Rosa to targeted consumer and trade media contacts, and produced a series of press releases. The aim was to raise awareness of the new expressions, cocktail recipes and stockist information, and garner Malfy Gin recognition as part of the global spirits trends for fruit-flavoured and pink gins.
The result was extensive coverage of the new expressions in a vast number of national news outlets, glossy magazines and digital media including: Metro ‘Hot List’, Red Magazine ‘Drink of the week’, GQ ‘Bottle of the month’ and BBC Good Food’s ‘Gin Corner’. MPR also helped raise awareness of the full Malfy range and brand, securing media coverage in syndicated features by the Press Association and a spot in The Independent’s ’10 Best European Gins’.
MPR generated more than 180 pieces of media coverage for Malfy Gin across digital, print and social media, with a reach of 600 million.