Elevate Arrows

Granddad Jacks


Granddad Jack’s Distillery is an Australian family-owned and operated distillery creating draft spirits and liqueurs. Since 2017, its unique business model, alongside product and team accolades and awards, have ensured the brand is well-known in the industry and a key player among consumers.

By way of our PR partnership, Granddad Jack’s story was featured in several mainstream and industry-specific media outlets, solidifying the company as an industry leader.

The brief

Before partnering with Elevate, the Granddad Jack’s brand had grown organically. Collectively, we identified several PR opportunities to expand brand awareness and help cement Granddad Jack’s position within the industry. Elevate was given the opportunity to bring the rich history and strong brand narrative behind Granddad Jack’s to life.

Our strategy

Collectively, we identified 3 proactive PR campaigns aimed at generating awareness of the Granddad Jack’s brand; positioning the brand as a leader and passionate champion for craft distilling and artisan production, and to build relationships with media and leverage those relationships to generate positive brand exposure. 

Elevate’s PR specialists targeted  media relevant to Granddad Jack’s audiences, goals and story angles. Important strategic campaigns such as ‘Drink Less, But Better’ highlighted the superior quality of craft spirits while celebrating Granddad Jack’s ethos of ‘love and artisanship’. 

All media efforts championed the brand’s heartfelt narrative and unique value proposition, targeting specific journalists and media publications to raise the profile of the company even further within an industry that holds them in a positive regard.

Elevate’s strategic approach for Granddad Jack’s consisted of:  

PR campaigns

Developing PR campaigns including the angle and associated assets such as media releases and media kits.

Media pitching

Targeted media pitching and follow ups.

Media training

Media training for company spokespeople.

Reactive media profiling opportunities

Identifying and responding to reactive media profiling opportunities.

Media monitoring

Daily media monitoring across broadcast, online and print.

The outcome

Elevate secured quality coverage for Granddad Jack’s that increased the brand’s share of voice and positioned company spokespeople as industry thought leaders. In the first two months, Elevate gained 18 quality pieces of coverage in both industry and Tier 1 publications with a reach of more than 11,150,000 people.

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