Shaking up the premium drinks market

Mediaworks partnered with Fentimans, a leading botanical drinks brand, to capture the growing demand for premium at-home drink experiences across the UK.

As consumer behaviour shifted during the COVID-19 pandemic, the need for engaging digital presence and direct-to-consumer solutions became essential. Through strategic SEO, PR, and digital advertising, Mediaworks elevated Fentimans' online visibility, strengthened brand authority, and expanded their consumer reach, positioning them to compete effectively with established brands in the premium drinks market.

Mediaworks implemented a digital-first promotional campaign designed to raise brand awareness and engage Fentimans' target audience through a multi-faceted approach:

1. Website and Content Hub Development: Mediaworks crafted engaging landing pages with a focus on Fentimans’ heritage and quality, enhancing on-site engagement and retention. The on-site recipe section, especially the Cocktail Recipes hub, was expanded to target high-traffic keywords such as “ginger beer,” effectively increasing Fentimans’ organic visibility.

2. SEO and PR Campaigns: Unique content pieces, including the “Fentini Club” campaign and the seasonal “Christmas Cities Unwrapped” promotion, were launched to position Fentimans as a top choice for cocktails and mocktails. These campaigns were supported by strategic PR efforts targeting high-authority publications like The Times, Vanity Fair, and The Scotsman, boosting Fentimans’ online domain authority and reinforcing brand awareness in key consumer markets.

3. Digital Advertising and Affiliate Marketing: A brand-led digital advertising campaign focused on key search terms like “ginger beer,” “tonic water,” and “cocktail lemonade,” which were aligned with the surge in online demand for premium drink mixers. This campaign aimed to capture consumer attention and drive direct traffic to Fentimans’ online store, reinforcing the brand’s heritage in botanical drinks.