18th July | Katie Watson back

R&T launches Brooklyn Pilsner to the masses

Brooklyn Brewery (part of Carlsberg Marston’s Brewing Company) is the beer brand that revolutionised the American craft beer scene, and is renowned for its premium, flavourful range of craft beers. But when it came to breaking into the premium world category with its crisp and refreshing new pilsner, it needed a killer launch campaign – one that would build awareness, reach the masses, and drive trial whilst securing all-important listings with trade customers.

That’s where we came in!

With long-standing experience delivering high impact PR and social campaigns for other CMBC brands, (Estrella Damm and Erdinger), Brooklyn Brewery knew it could rely on us to deliver a standout launch programme that would deliver tangible results. And that’s exactly what we’ve been doing. We kickstarted our trade programme in March and have already helped Brooklyn Brewery secure listings across major multiples and on-trade accounts – and this summer we’re about to embark a consumer campaign that will bring Brooklyn Pilsner and the Brooklyn brand ethos to the UK with a bang. But more on that later…

Tricks of the trade

Because Brooklyn Pilsner is a brand-new product, our first job was to support the sales team. Amongst stiff competition in this space, they needed to secure shelf space in the off-trade and gain strong listings in the on-trade. We needed to make sure every buyer knew about Brooklyn Pilsner and why it was a must-have for their customers. That’s why we developed a hard-hitting on and off-trade launch that was carefully timed to support the sales team as they approached buyers. Our launch news generated a real buzz amongst key target audiences, and we secured x19 pieces of print and online launch editorial in top titles in just three months. We also made it impossible to miss, with bright yellow, eye-catching paid activations with The Grocer and The Morning Advertiser that delivered high engagement and boosted brand awareness. The result? Brooklyn Pilsner is now firmly front of mind amongst trade buyers and is already available in 600+ distribution points across the UK, and we’re only a few months in!

Watch this space

Now that Brooklyn Brewery has established a healthy distribution, we’re almost ready to kick-start our exciting consumer launch campaign. This is supported by a multi-million-pound national marketing campaign including OOH, VOD, digital advertising, experiential, social and shopper marketing. Most of you will have already seen the flurry of bright yellow ads splashed across billboards and tube stations, you can’t miss it. Our consumer launch will champion the brand’s culture of diversity, inclusivity and creativity and will bring a true taste of the iconic Brooklyn borough to the streets of London. We won’t give anything away just yet, but rest assured it’ll be dazzling (watch out for more bright yellow!) flavourful, attention-grabbing, community centric – and very Brooklyn. And it’ll no doubt get you sipping and enjoying Brooklyn Pilsner! Watch this space…

18th July | Katie Watson
R&T launches Brooklyn Pilsner to the masses

Brooklyn Brewery (part of Carlsberg Marston’s Brewing Company) is the beer brand that revolutionised the American craft beer scene, and is renowned for its premium, flavourful range of craft beers. But when it came to breaking into the premium world category with its crisp and refreshing new pilsner, it needed… Read more

9th May | Matt de Leon
R&T Helps Buildxact launch into UK market

If you’re in the construction industry, learn this name: Buildxact. If you haven’t heard of them yet, you will soon. And if you’re a small residential builder, knowing the name could transform your life and your business. Read more

26th April | Jessica Aldersley-Hey
A Whole New World?

As the world opens up again once more, and we try not to mention the dreaded C word, we’ve been getting back into the swing of things and hosting events IRL – much to journalists’ (and our!) delight. From sipping rum in Cuba to launching new whiskeys in Dublin and… Read more

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9th May | Matt de Leon back

R&T Helps Buildxact launch into UK market

If you’re in the construction industry, learn this name: Buildxact. If you haven’t heard of them yet, you will soon. And if you’re a small residential builder, knowing the name could transform your life and your business.

Who are Buildxact?

Buildxact is a global SaaS company providing a simple solution for custom home builders to better manage and grow their business. It’s estimating and construction management software is uniquely designed for small, hard-working builders who are juggling changing project schedules, endless paperwork, and new job quotes. Using easy-to-use features, job estimates take less time and ordering supplies is possible 24/7 using online price lists. After successful launches in Australia, New Zealand, Canada, and the United States, Buildxact launched in the UK in February, choosing Richmond & Towers’ digital expertise and outstanding built environment experience to help take the brand to British builders.

R&T’s involvement

From a standing start, and no brand presence in the UK, the launch team took the bold decision to move straight into lead-generation with a mix of full-funnel tactics, driving awareness, consideration and action. This will shortly be supported by wider brand awareness activations to drive further subscriptions. Commenting on the UK launch campaign, Anthony Khoury, Buildxact Executive Vice President, Corporate Development, and UK market lead, said:

“It’s still early days, but the results to date are fantastic. As a percentage, sales growth during the UK launch period exceeded other markets, which is testimony to the product fit, hard work, passion and dedication of the team. “R&T is an extension of our global marketing team, which spans San Francisco, Austin, Vancouver, Melbourne, and London. The teams work seamlessly together to make Buildxact’s entrance into the UK market a success and to help change the lives of residential British builders.”

R&T’s Managing Director, Matt de Leon added:

“We were delighted to be given the opportunity to work with Buildxact and help the team launch such an exciting new proposition into the UK market. We have a history of handling successful brand launches, and we know this sector well. “Working with the Buildxact team, we’ve had a great start, and our campaign is striking a chord with residential builders, who are showing great interest and already purchasing subscriptions. Buildxact are going to fly, and we’re proud and excited to be on the journey with them.”

The account is being handled by R&T’s Digital division.

18th July | Katie Watson
R&T launches Brooklyn Pilsner to the masses

Brooklyn Brewery (part of Carlsberg Marston’s Brewing Company) is the beer brand that revolutionised the American craft beer scene, and is renowned for its premium, flavourful range of craft beers. But when it came to breaking into the premium world category with its crisp and refreshing new pilsner, it needed… Read more

9th May | Matt de Leon
R&T Helps Buildxact launch into UK market

If you’re in the construction industry, learn this name: Buildxact. If you haven’t heard of them yet, you will soon. And if you’re a small residential builder, knowing the name could transform your life and your business. Read more

26th April | Jessica Aldersley-Hey
A Whole New World?

As the world opens up again once more, and we try not to mention the dreaded C word, we’ve been getting back into the swing of things and hosting events IRL – much to journalists’ (and our!) delight. From sipping rum in Cuba to launching new whiskeys in Dublin and… Read more

Load more
See our latest work
Visit our portfolio
Read our latest news
Visit all latest news
26th April | Jessica Aldersley-Hey back

A Whole New World?

As the world opens up again once more, and we try not to mention the dreaded C word, we’ve been getting back into the swing of things and hosting events IRL – much to journalists’ (and our!) delight. From sipping rum in Cuba to launching new whiskeys in Dublin and hosting mind-bending experiments with Champagne in London, spring has marked a busy few months for team R&T.

Havana, ooh na na

Flying to far-flung tropical islands has probably been on the top of everyone’s list over the last couple of years. And this March, we took five journalists – from trade publications The Spirits Business and Drinks International, Gen Z digital titles Hypebeat and GRM, and a travel writer for The Times and The Telegraph – to Cuba to immerse them in the wonderful world of Havana Club and help solidify the brand as the original and best Cuban rum. From a distillery tour and rum tasting with the Cuban rum Masters, to cocktail making masterclasses with Havana Club brand ambassadors, there was plenty of opportunity for our media to get to know the range of rums on offer. Interspersed with activities including a cultural tour of Havana and a traditional Cuban boxing class, the trip brought the spirit of Cuba alive. Our final night on the island culminated with the ‘Party Makers’ final, where the world’s best up-and-coming party maker was crowned by Havana Club and a panel of judges including the founder of iconic lifestyle brand Places+Faces and the founder of festival Wilderness & Art Director at El Row events.

Jameson Anthology

Jameson Anthology is a curated collection of unique limited-edition Irish whiskeys, which draw inspiration from the past as well as imagining new possibilities. To celebrate the launch in Dublin, we took 16 journalists, from Forbes, Whisky Magazine, Decanter and Wallpaper to name a few, alongside big names within the drinks industry such as Dave Broom and Millie Milliken, to join the festivities. The event began with a private tasting at the renowned Jameson Distillery Bow Street, led by Master Distiller Kevin O’Gorman and Blender Deirdre O’Connell. This provided guests with an exclusive taste of the brand-new Jameson 15 Year Old Single Pot Still – a reinvention of a much-loved classic which was last produced in 2000 as a limited edition offering. This was followed by an exclusive evening event featuring a DJ who remastered and remixed classic music, to bring to life the story behind the launch, and dance the night away. The trip allowed us to leverage the heritage and craft credentials of The Jameson Anthology, build equity with whiskey gatekeepers and dial up Jameson’s history and heritage for the first Single Pot Still from the brand in over two decades. And the results? So far, R&T has secured 21 pieces of coverage, reaching over nine million people, providing the new launch with exposure on a global stage.

Mumm Taste Encounters

Back on home turf, we hosted ten wine and Champagne writers for the first Taste Encounters event with Mumm Champagne in the UK, at the impressive Ned Hotel in London. Created by Mumm’s Cellar Master Laurent Fresnet, the Taste Encounters experience was developed in collaboration with Gabriel Lepousez, a neuroscientist who has devoted 15 years to the study of how wine is tasted. Together with designer Octave de Gaulle, they created a trio of glassware which impact the way we perceive the liquid held within. Designed to showcase the multi-faceted qualities of the Pinot Noir grape, which is the House’s signature variety, the three glasses highlight different characteristics from every wine. Guided by Laurent and Gabriel, the palates of even the most experienced wine tasters were challenged during the experiment. Our journalists, from the likes of Decanter, Club Oenologique, The Drinks Business and City AM, along with two Masters of Wine, were rewarded for their efforts with a delightful lunch paired with iconic wines from Maison Mumm, concluding with a Champagne from 1961. Our key take-out from our trio of recent events? Nothing beats hosting events in person and this new, post-Covid world feels rather similar to the old one…s.

18th July | Katie Watson
R&T launches Brooklyn Pilsner to the masses

Brooklyn Brewery (part of Carlsberg Marston’s Brewing Company) is the beer brand that revolutionised the American craft beer scene, and is renowned for its premium, flavourful range of craft beers. But when it came to breaking into the premium world category with its crisp and refreshing new pilsner, it needed… Read more

9th May | Matt de Leon
R&T Helps Buildxact launch into UK market

If you’re in the construction industry, learn this name: Buildxact. If you haven’t heard of them yet, you will soon. And if you’re a small residential builder, knowing the name could transform your life and your business. Read more

26th April | Jessica Aldersley-Hey
A Whole New World?

As the world opens up again once more, and we try not to mention the dreaded C word, we’ve been getting back into the swing of things and hosting events IRL – much to journalists’ (and our!) delight. From sipping rum in Cuba to launching new whiskeys in Dublin and… Read more

Load more
See our latest work
Visit our portfolio
Read our latest news
Visit all latest news