Manly Spirits Co: Cementing one of Australia’s most talked-about craft distilleries

Summary

Project: Building Brand Visibility and Credibility in a Competitive Spirits Market.
Objective: Elevate Manly Spirits Co.’s profile and position it as an innovative industry leader with a compelling brand narrative.
Services: Global editorial success, event management, influencer engagement.
Impact: 170+ national media features, 33M+ audience reach, and strengthened brand recognition across lifestyle and industry audiences.

The Challenge

Transforming a Hidden Gem into a Recognised Industry Leader.

When Manly Spirits Co. engaged KLPR, the brand was struggling to gain traction with both editorial media and influencers. Despite a strong product portfolio and an authentic brand story, it wasn’t cutting through in an increasingly crowded and competitive spirits market.

Over a nine-month project, KLPR’s objective was to elevate Manly Spirits Co.’s public profile, positioning it as both an innovative product leader and a forward-thinking business with a strong, distinctive voice in the category.

Our strategy was anchored in four key pillars:

  • Strategy Development: Crafting a targeted PR roadmap designed to drive differentiation and cut through market noise.
  • Key Messaging & Press Kit Development: Shaping a compelling, media-ready narrative supported by polished assets.
  • Influencer Engagement: Building authentic partnerships that amplified brand storytelling and created organic buzz.
  • PR Execution: Delivering high-impact editorial opportunities, targeted launches, interviews, and brand-led events that built sustained visibility.

This campaign wasn’t about one-off coverage, it was about building long-term recognition, credibility, and loyalty among both consumers and industry tastemakers.

The Outcome

National Coverage, Strong Brand Momentum, and Elevated Industry Standing.

In just nine months, Manly Spirits Co. transitioned from under-recognised to one of Australia’s most talked-about craft distilleries. The campaign generated media and influencer buzz that not only spotlighted individual product launches but also elevated the brand as a whole.

Key results included:

  • 170+ pieces of national media coverage, including Gourmet Traveller, Sydney Morning Herald, Daily Telegraph, Woman’s Day, Better Homes & Gardens, and Elle.
  • 33 million+ audience reach across print, online, and broadcast.
  • A surge in influencer support, with curated partnerships amplifying launches and extending brand reach.
  • Successful events and interviews that further positioned Manly Spirits Co. as an innovative force in the Australian spirits industry.

Through strategic storytelling, influencer collaboration, and consistent visibility, KLPR helped Manly Spirits Co. build recognition, credibility, and connection, proving that with the right PR strategy, even a crowded category has room for bold, distinctive voices.