Gorkana Insight & Analysis Team
Apple juice company Cawston Press has appointed Piracy Corporation to handle its PR and tap into the growing alcohol-free evening market.
The agency, which won the account without a pitch, has been briefed to deliver a brand-building programme designed to broaden coverage in news and lifestyle media.
Activity for the 26-year-old company, which is managed by the former senior management team of the New Covent Garden Soup Company and Green & Black's, will start with the launch of the firm's first carbonated variants, sparkling apple and sparkling apple ginger beer.
Cawston prides itself on using only juice that has come from apples pressed within 48hrs of being picked.
The account will be led by Piracy's MD, Martin Ballantine, and the team will report to Mark Palmer, Cawston's MD and a non-executive director of Green & Black's.
Mark said: "Our first foray into sparkling is much more significant than it at first appears. We've been amazed at the lack of good quality adult soft drinks around and are committed to developing drinks that drive this category harder.
"Non alcoholic-drinking adults, whether it's for lifestyle or driving reasons, have been treated like second-class citizens and we'd like to redress the balance. Piracy brings original and innovative thinking and is going to help us to make this happen."
Martin said: "Having recently spent a year off the hard stuff, I know only too well how difficult it is to get a decent soft drink that’s not laced with sugar or artificial flavourings. Cawston has some cracking new drinks, with plenty more planned and we're looking forward to talking up how skilfully they blend and use the original fruit."