FAIR. Cafe Liqueur
FAIR. Cafe Liqueur, most refined coffee liqueur on the market, it tastes like the best Italian espressos. Its is made with Arabica coffee beans from Mexico. FAIR Cafe Liqueur, great tastes come from slow roasting the very best organically grown, Fairtrade Arabica coffee beans to extract the fine, authentic properties of the coffee. The freshly ground beans are the infused directly into the neutral spirit base to create a rich-flavoured coffee-based spirits. Our coffee beans are organically grown and Fairtrade certified. They come from a co-op of more than 1,900 independent farmers in the Huatusco region of Veracruz, Mexico.
FAIR, the World’s first Fairtrade spirits brand, is distributed in the UK by our client, Mangrove UK, which manages over 20 global premium spirits brands. FAIR’s vodka and Café liqueur were launching across Waitrose stores UK-wide at the end of January 2019 and we were tasked with achieving coverage of the launch in consumer media titles.
Timing allowed us to capitalise on Fairtrade Fortnight in February and Mother’s Day including promotion of the perfect serve for an Espresso Martini. We created a consumer media list including features writers of the national press, food and drinks writers from national supplements, lifestyle magazines, bloggers, food and drink publications and Fairtrade publications.
The media list allowed us to prioritise key targets for a direct pitch to sell in the story as well as distribution of samples to key targets. A follow up and phone round of journalists enabled us to personalise the story to their requirements. In addition to an initial news release about the launch, we also followed up with a product mailer targeting Fairtrade fortnight.
Coverage of the launch was achieved in 25 relevant consumer titles both in print and online, with a total potential readership of almost 2.5 million including the BBC Good Food Magazine, the Daily Mirror and the Daily Record.