The School of Booze

The challenge

Jane Peyton, founder of the School of Booze, is a well-respected commentator on all things drink-related and the history and role of the great British pub in British society. Having launched Beer Day Britain in 2015, celebrating Britain’s favourite alcohol drink, Jane wanted to widen awareness of the calendar date, encourage more people to get involved, use her own credentials to give credibility to the event and persuade businesses to support Beer Day Britain financially.

The solution

Having worked on Beer Day Britain for another client, Kate Hempsall PR & Communications has continued to work with the School of Booze from 2018. Without a significant budget to run research or launch a big-scale campaign, it was important that the PR plan made use of information already available and was targeted appropriately.

A series of releases leading up to the celebrations helped ensure that licensed trade operators were in no doubt of what was happening, how they could get involved and the commercial benefits of doing so. Several additional options were then researched and editorial copy supplied to trade and consumer media, with content targeted at their respective readership.  These included

  • Top 10 beers to celebrate Beer Day Britain
  • Beer and Food pairings
  • Focus on the rise of low/no alcohol beers
  • History of brewing
  • Bluffers Guide to Beer
  • The Rise of Women Brewers
  • Top Beer occasions

Results were monitored and analysed to provide feedback to the School of Booze and its Beer Day Britain supporters to help focus time and effort for future campaigns.

“I have worked with Kate Hempsall on a number of drinks related PR and publicity projects including Beer Day Britain (the UK’s National Beer day which I instigated ) and my drinks consultancy ‘School of Booze’. Kate is well connected, diligent and reliable.

Very importantly she is also a lovely person and great fun to work with!”

Jane Peyton, founder of the School of Booze