Agency: Fallon London
The agency was handed a retained trade, consumer and social media brief as Brookfield expands the brand's range.
Alan Twigg, founder of LightBrigade, will be leading the work and explained that the PR drive was part of a ‘complete re-engineering’ of the brand.
‘As well as targeting trade press, we will be looking to get it to new drinkers who don’t recall it from when it was in its pomp in the 80s,' he said.
'There’s lots of brands relaunched with nothing other than retro values as their basis but this is part of a complete re-engineering with a new look and new proposition.’
Kestrel, which is known for its ‘super strength’ 9% lager, was bought from the Scottish & Newcastle Pub Company last year by Brookfield Drinks, owned by Nigel McNally.
As well as revamping its high-alcohol variant, the brand is now in the process of offering a new range including a non-alcoholic beer.
As part of the new partnership, Kestrel will also carry the RSPB logo on its packaging.
LightBrigade, which was approached to do the work, will target both national and regional media.
Twigg added: 'It’s about making the liquid the hero and emphasising what had been neglected before, which is the quality brewing process. With the RSPB partnership we’re also looking to add some depth.’
McNally, a former MD of brewer Wells & Young, launched Brookfield Drinks last year and is set to announce the purchase of two more drinks brands shortly.
This article was first published on prweek.com