EDEN MILL – COMPLETE PR SUPPORT

Eden Mill distillery, set up in 2012 on the banks of the Eden Estuary in St Andrews, wanted to communicate its story to the regional and national media landscape on an ongoing basis.​

The communication strategy included the launch of four key products – three of which will form part of Eden Mill’s premium and core range whisky offering. These include The Guard Bridge, a blended malt scotch whisky and Eden Mill’s two new signature single malts, alongside its 2023 edition of The Art of St Andrews single malt.​

In addition, we were excited to share the news of the appointment of CEO Rennie Donaldson and continue placing seasonal serves and recipes creating in conjunction with a talented recipe developer and photographer.

Silver Pear utilised its black book of contacts within food, drink and lifestyle to focus on targeting key titles with Eden Mill samples. These titles were across both the consumer and specialist drinks media landscape.​

Additionally, Silver Pear organised a series of photo shoots for Christmas, Burns Night and Valentine’s Day content, to ensure we were able to secure coverage with long, medium and short lead titles. These photoshoots included the creation of brand-new cocktails for one of the new hero products – The Guard Bridge – alongside its popular Love Gin for Valentine’s Day to ensure exclusive content could be shared.​

Other tactics included organising interviews with the Eden Mill senior leadership team and key spokespeople, aligning consumer outreach with trade and regional media, with coverage published in the Scottish Grocer, The Scotsman and The Herald. ​

A successful and visually impactful influencer campaign was created to champion The Guard Bridge, with the influencers briefed to create engaging content showcasing how to use the blended malt in different serves.​

148 pieces of coverage in key regional, national and trade titles, including Cosmopolitan, Tempus, My Weekly, Whisky Magazine, Scottish Grocer, The Sunday Times Scotland, The Herald, Insider, The Courier, Living North and The Scotsman.

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