In the Welsh Wind has hit the headlines and witnessed record sales of 400% after appearing on the latest Hairy Bikers series.
In this series – Hairy Bikers Go Local – the food-loving duo of Si King and Dave Myers, were touring Britain and matching-up innovative local producers with restaurants.
In episode 7 (which you can watch here), they visited In the Welsh Wind and selected the distillery’s Welsh Cask Vinegar as one of a trio of innovative local products to match with a neighbouring restaurant.
The distillery produced its first Welsh Cask Vinegar in 2021 using unsold beer that was going to be poured away due to the Covid-19 lockdowns.
On the back of the show, the distillery sold out of its remaining stocks of vinegar and also sold a considerable amount of spirits, resulting in a huge 400% increase in sales over the weekend after the show aired compared to its peak Christmas trading.
Our role was to take this sale impact caused by appearing on the show and turning into proactive news and PR for the distillery.
A news release was drafted and selected outlets were targeted including drinks trade titles, Welsh regional news, Welsh food & drink and Welsh business titles.
The activity secured a dozen pieces of media coverage including
The story was also ‘Tweeted’ by a number of these outlets.
The media coverage has also secured an additional feature with leading trade title The Spirits Business, focusing on co-founders Alex Jungmayr and Ellen Wakelam, as well as interest from ITV Wales.
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