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Female-led Manchester agencies team up to fly the flagon for drinks brands

Leanne Ware and Daisy Whitehouse

PR and social media agency Down At The Social has partnered with drinks’ brand marketing specialists Distinctly Aware to work on a number of drink-related campaigns together

The pair teamed up with Italian liqueur Amaro Montenegro to bring back its annual competition The Vero Bartender. The cocktail competition invites bartenders from around the world to showcase their talent in synergy with the brand. After a two-year hiatus due to the global pandemic, the concept celebrates the joy of coming together – something the bartending community sorely missed.

The agencies have also signed a deal to sponsor and promote Battle Of The Bottle, a new international bartending competition headed up by award winning mixologist Tom Dyer and Erik Folkart, co-founder of The Avenue Live.

The competition, which will be 100 per cent online, is supported by the two of the biggest bartender associations in the world, the World Flair Association and the International Bartenders Association. Judging the competition will be a respected panel from the bartending industry, but the viewing public will also play a part in choosing the winning bartender who has the chance to win a share of up to $10,000 dollars in tips.

Leanne Ware, MD of Distinctly Aware and also a board member of the UK Bartenders Guild (UKBG), has also brought Daisy Whitehouse’s Down at the Social on board to support the guild’s relaunch as it works to reset the organisation which launched in 1934. The UKBG is made up of a team of experienced trade professionals, acting as the governing and guiding body of the hospitality trade in the UK.

Finally the agencies, which have previously worked together on campaigns for brands such as gin distiller Zymurgorium, have combined their skills to create an integrated brand, sales, marketing, PR and social media campaign for “functional drink” brand MEDAHUMAN as it announces its first national multiple listing.

With the functional wellness combined global market estimated to be worth $28.72 billion by 2030, MEDAHUMAN is leading the way in the UK with its range of drinks containing “functional elements” and already appears on shelves in more than 200 Morrisons shops across the country.

Daisy Whitehouse, MD at Down at the Social, said; “As a business we look for clients with engaging activations to promote and brilliant stories to tell.

“MEDAHUMAN is at a hugely exciting time in its evolution as it begins to secure a series of big listeings that will cement its position in the mainstream, redefining the functional drinks space. Consumers are slowly starting to understand the huge benefits of CBD and how it can work with other ingredients to improve wellbeing and MEDAHUMAN is well positioned to be the daily solution that we are all searching for.

Leanne Ware, MD of Distinctly Aware, said; “The aim of Distinctly Aware is to be able to provide a holistic solution to drink and hospitality brands, regardless of where they are in their journey, scale and budgets. Key to our success is working with partners that wholly understand the drinks industry.

“Down at the Social is fully immersed in this sector, which has enabled us to amplify campaigns in exactly the way we envisage for the brands. We have been able to work beautifully in tandem with Daisy and the team and look forward to more projects together.”

Down at the Social has experience working with national brands including KBK, Shoryu Ramen, Skinny Lager/ Skinny IPA, Zymurgorium, HRH Group, Native, OrderYOYO, Chopstix Noodle Bars, Seetec, Manchester Pride and Kays Traffic Management.

Distinctly Aware draws on experience of working with household brands such as Whitley Neill, Bacardi, Jack Daniels and Beluga through to guiding smaller, independent brands such as Ocean Beer, BeauFort Spirit, Beebolin Mixers and The House of Rum.


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