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Media Coverage of Beer Launch Offers PR Lessons

The summer 2012 launch of client Saint Arnold Brewing Company's Divine Reserve No. 12 took on a life of its own, with news organizations competing for the inside scoop and tracking down brewers on their way to the grocery store and at the brewery late at night. Here is the story from Houston's KHOU Channel 11: The Saint Arnold example provides a few lessons for any organization seeking positive media coverage: 1. Think long-term. DPK Public Relations has been working with Saint Arnold for eight years and keeps information flowing regularly to the newsrooms. 2. Don't get discouraged. We have had plenty of instances where we felt we had a great story only to be disappointed that nobody jumped on it. Instead of getting discouraged, we trusted that our good ideas weren't being ignored and they would eventually generate coverage. …


DPK Public Relations Builds Buzz for Beer Launch

This week's launch of Divine Reserve No. 12, the latest small batch beer from our client, Saint Arnold Brewing, offers some important PR lessons. The biggest lesson is to keep doing what you do and people will notice. Saint Arnold Divine Reserve was originally imagined as a very high quality limited supply beer. It was among the first beers that was a one-off recipe. Once it is gone, the recipe is retired (although two have been un-retired to join the brewery's regular line-up of year-round and seasonal offerings). By sticking with the limited supply concept, Saint Arnold has been the beneficiary of considerable excitement as craft beer fans -- in growing numbers -- turn out to get their's. Considerable excitement tends to be pretty visible and noisey (especially online), which gets the attention of the media. Anticipating the story was going …


  • Released: August 01st, 2012 12:11 PM
  • Author: Daniel Keeney
  • Phone: (214) 432-7556
  • Email:
  • Website: www.dpkpr.com
  • Tag(s): beer craft beer saint arnold texas houston