Empress Ale

Empress Ale engages EMPR to share Waitrose news

Empress Ale is a local artisan beer brand based in Leamington Spa. Set up by entrepreneur Surj Virk in 2016, it has grown into a premium brand whose Pale Ale and IPA are stocked in some of the top hospitality venues across the country, including restaurants owned by top chefs Tom Kerridge and Jason Atherton.

Empress AleThe company had taken a leap forward thanks to growing its board and receiving investment and was keen to shout about significant milestones including the addition of a lager to its range and success in seeing that lager stocked by Waitrose.

Empress Ale approached EMPR to help spread this specific news to both local and regional press in order to raise consumer awareness and to trade press for potential brand awareness among customers that may want to stock its range.

EMPR produced tailored released for local media, Midlands outlets, hospitality press and beer-focused publications in order to ensure information and tone was targeted and appropriate to relevant media.

The story was covered by a range of publications, achieving the aim of being featured across several areas of the media, and EMPR also leveraged opportunities to gain further coverage by engaging with requests for vegan products in January 2023, adding to what had already been achieved.

Coverage included:-

Beer Today – Empress Ales’ new lager gets national Waitrose listing

Warwick Nub News – Local craft brewery celebrates supermarket success with Waitrose deal for brand new lager

Warwickshire World – Leamington craft beer will now be stocked on the shelves of Waitrose

The Business Desk – Supermarket chain snaps up new craft beer product

The Warwickshire Review – Leamington craft beer creator celebrates supermarket success with Waitrose deal for brand new lager

Coventry Live – Warwickshire craft beer company lands deal with popular supermarket

Forbes – 10 Best New Vegan Drinks For Veganuary 2023