the solution

Using industry insights on the growth of consumer appetite for stout, we crafted an attention grabbing press release to engage the grocery and convenience store trade media. Utilising our extensive network of press contacts, we delivered earned coverage across all major retail trade publications, generating excitement and buzz amongst the retailing community.

In addition, we executed media sampling activity, ensuring bottles of the Supermalt Stout landed in the right hands of influential journalists and writers across the industry driving further awareness and word of mouth in the right circles.

To support our earned media campaign, we also planned and managed a full paid media plan across three top tier trade titles. From negotiating budgets, to writing copy and designing impactful visuals, we delivered a superb package of media featuring standout coverage and reaching our target audience across print and digital.

Building on the launch success, during phase two of the campaign, we created retailer case studies in partnership with two convenience store ‘influencers’, known for their presence within their communities. Our retail partners trialled selling the stout for three months, monitoring sales patterns and profits before sharing their experiences with us. The results were fascinating, leading to intriguing insights and selling tips for other retailers. We used the case studies within our paid media plan, creating a dedicated e-shot with top trade title Talking Retail generating huge reach to the right audience.

To maximise in-store impact and drive sales pull-through at shelf, we developed a comprehensive POS toolkit tailored specifically for the convenience channel. Understanding that convenience operators need flexible, high-impact materials that work within limited space, we created a range of POS assets that clearly communicated Supermalt Stout’s premium positioning and 7.7% ABV strength, while maintaining strong brand consistency with the wider Supermalt family. The toolkit was distributed to a variety of convenience stores across the UK, including our retailer case study partners, who reported that the POS materials successfully sparked in-store conversations with shoppers, educated customers about the new product, and directly contributed to increased sales and trial. The eye-catching designs and clear messaging enabled operators to confidently merchandise Supermalt Stout, positioning it as a must-stock NPD within the booming stout category.