BrewDog appoints Manifest London
06.07.10
Scotland's largest independent brewery, BrewDog has appointed Manifest London to plot a PR offensive aimed at reinventing perceptions of craft beer in the UK. Manifest was selected ahead of a long list of agencies across the UK that responded to an appeal for support from the brewery's iconic co-founder and talisman, James Watt via Twitter.
James Watt commented:
"We wanted to find an agency to partner with that is looking to break new ground just as we are. Manifest is an exciting young agency and their proposal was not only the most creative response to our brief - it was also the most in tune with what BrewDog stands for."
BrewDog's popularity with craft beer enthusiasts has fuelled a 250% growth in sales in 2010 and while keeping its routes firmly in the craft beer fold, Manifest's brief is to connect with the conventional beer drinker and demonstrate there is an alternative to the dominant mass market brands.
Richard McLelland, Marketing Manager at BrewDog commented:
"Manifest share our passion for breaking the mould and we're confident that they will unleash the potential of BrewDog and help us to inspire a beer revolution. Right now, there is a culture of quantity rather than quality when it comes to beer drinking, and as a company with craft brewing at its heart, it's our responsibility to show people there is an alternative - there is another way."
Alex Myers, co-founder and Director of Manifest London concluded:
"BrewDog is a brand that is shaking the dust from the British beer industry, making them one of the most exciting food and drink businesses to be working with. We're trying to do something different at Manifest and that seemed to click with the guys at BrewDog - there are a lot of parallels between the businesses."
