Known as a specialist strategic communications agency for the drinks category, Articulate works with some of the world’s most well-known brands and portfolios. This year, the agency broke into a new category – the fast-growing hard seltzer market – landing Anheuser Busch’s Vodka Seltzer, NÜTRL. The team has also launched a new Sports + Drinks offering, bringing in specialists with an expertise in maximizing the potential for drinks brands in a sporting context; they’ve already solidified spirits partners for the likes of the PGA TOUR and several more. To keep up with their growing roster, Articulate expanded their content production capabilities, ramping up on the creation of premium content that can be utilized beyond PR and across digital and retail, too. Articulate has recently expanded their remit from the US market to serve global strategy for international brands.
Leadership team:
Moira Breslin, Founder
Notable long-term clients:
Perrier-Jouët Champagne, G.H Mumm Champagne, Campo Viejo Wines, Maestro Dobel Tequila, Gran Centenario Tequila, Bushmills Irish Whiskey, Sipsmith London Dry Gin, Legent Bourbon
New client wins:
House of Suntory Portfolio (Global Agency of Record), Sainte Marguerite en Provence, The Glenlivet, NÜTRL, Cristalino Colección de Mexico
Explain how your agency is pushing the boundaries of PR and communications by integrating innovative strategies, tools, or technologies to enhance your offerings and benefit your clients.
“Bartender gatekeeper insights development program: We identified that there was a knowledge and insights gap across our clients when it came to understanding a really key audience for the alcohol category – bartender gatekeepers. Bartenders play a significant role in brand recommendation in the on-premise and on the flip side, can be a barrier to the success of brands that they’re not engaged with / don’t believe in. As drinks category specialists, with very strong on-premise knowledge and relationships, we proactively decided to inform and add value to brand strategy, programs and initiatives by starting a qualitative research and insights program. Over the past year, we have carried out surveys and face-to-face interviews with a wide range of bartenders to explore sub-category and brand knowledge and perceptions, identify on premise trends, understand the challenges they face when engaging with brands and how that interaction can be improved. We have also developed research projects for specific brands to really get under the skin of how this influential audience feels about their product and how they can maximize bartender engagement opportunities.”
