Full Volume PR and Umlaut appointed to launch luxury spirit brand

Tuesday, May 7, 2019
Full Volume PR and branding and design agency Umlaut are celebrating the successful launch of Belgrove Rum, after they were appointed to take the new luxury spirit to market following a competitive pitch process.

Full Volume PR and branding and design agency Umlaut are celebrating the successful launch of Belgrove Rum, after they were appointed to take the new luxury spirit to market following a competitive pitch process.

Launched by The Cartmel Spirit Company earlier this year, Belgrove is a premium, single-origin pure Demerara rum, distilled from Demerara sugar cane grown on the mineral-rich banks of the Demerara River in Guyana.

Umlaut were tasked with carrying out in-depth market analysis to help carve out Belgrove’s unique position in the spirits category, and were briefed to create a strong brand identity for the rum via the development of the Belgrove website, social media channels and other marketing collateral.

Manchester-based Full Volume PR will now work with Belgrove to raise awareness of the luxury spirit amongst target consumers and trade media. Activity will include news generation as well as product placement and other press office activity.

Rebecca Hallinan, Full Volume PR Managing Partner, said:

“Belgrove is a product that we’re incredibly passionate about as it gives us the chance to show the real value of PR and what an impact it can have on sales. The brand also plays to our significant credentials in the food and beverage sector.”

Edmund Wood, Founder of The Cartmel Spirit Company and Belgrove Rum, added:

“When searching for the right PR & creative agencies, you meet a lot of firms; head and shoulders above the rest were Full Volume and Umlaut - we just clicked - and that’s what you’re searching for."
"Umlaut’s branding portfolio and insight-led approach really stood out to me and I’m delighted with the luxurious feel of the finished product which compliments the premium quality of the rum perfectly."
"From a PR perspective it was important for me to work with an agency which shared my brand vision and passion for the product. This, combined with their expertise and evident knowledge in the sector, made working with Full Volume PR the obvious choice for me and it’s exciting to see the brand go from strength to strength, supported by such a great PR campaign.”

Belgrove Rum is now stocked in Selfridges, two Michelin Starred restaurant L’Enclume, and cocktail bars throughout the UK.

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