alvaston moor academy
Education PR experts Eden PR launch viral media and social media campaign for a Derbyshire school landing more than 180m impressions.
dropworks
the challenge
Eden began working with DropWorks Rum at a pivotal stage in the brand’s journey. As the award-winning distillery celebrated its two-year anniversary, it was also setting out ambitious plans to become the UK’s rum of choice. To support this next phase of growth, DropWorks required a focused and strategic PR campaign to strengthen its position within the evolving landscape of modern British artisan rum.
The objective was clear: raise brand awareness, build credibility, and establish DropWorks as a leading voice across key drinks, hospitality and business publications. Through targeted media relations, Eden aimed to help the distillery showcase its premium rum range, highlight its distinctive production practices, and drive interest in its distillery tours – ultimately expanding reach among both consumers and hospitality stakeholders.
the solution
Working closely with the DropWorks team, including Founder and Master Distiller Lewis Hayes and CEO Graham Appleyard, Eden kicked off the three-month campaign by leveraging the brand’s two-year milestone. The anniversary perfectly aligned with National Cocktail Week, creating a timely hook that secured strong regional, business and broadcast coverage, including features on BBC Nottingham and GB News.
Building on this momentum, Eden supported further announcements, including promoting new partnerships, such as DropWorks featuring on the summer menu at Mallow in London, and driving thought leadership around rethinking rum at home. Through established media relationships, Eden also secured an interview for Lewis Hayes with leading midlands business publication, The Business Desk, providing a platform to share the brand’s origin story and outline its ambitions for the year ahead.
The success of the initial three-month campaign led to Eden being retained ongoing, continuing to strengthen positioning, secure high-quality coverage, and reinforce DropWorks’ reputation as a leader in British rum.
results
In just 3 months:
- Achieved 43 pieces of media coverage
- Generated 142.6M impressions of the DropWorks brand across trade and regional audiences
- Secured 44 earned, high authority backlinks to the DropWorks website
- Secured 4 pieces of stand-out broadcast coverage across BBC radio stations and GB News
- Tapped into the luxury market by securing coverage in Luxury Hospitality Magazine and The Luxe Review
- Hit key food and drink trade publications by securing coverage in the likes of Just Drinks, The Sprits Business and The Rum Lab
