Wye Valley Brewery is one of the UK’s most respected independent breweries, with a proud Herefordshire heritage and a growing national reputation. In a competitive beer market, they wanted to amplify their story — reaching industry decision-makers, engaging beer lovers, and connecting with new audiences through high-quality media coverage and authentic influencer relationships.
From national newspaper features to stout cake on Instagram, we delivered a multi-layered PR campaign that put Wye Valley Brewery in the spotlight both at home and across the UK.
THE PROBLEM
Despite its strong reputation and loyal following, Wye Valley Brewery faced three core challenges:
Limited National Visibility – While well-known locally and in industry circles, their stories weren’t consistently landing in national press.
Reaching Younger & Broader Audiences – The brewery needed to appeal to new consumer groups without losing its traditional ale heritage.
Maximising Brand Moments – From rebranding their flagship ale to community initiatives, key milestones weren’t always generating the widespread coverage they deserved.
THE SOLUTION
National & Industry PR
We developed strategic story angles and secured coverage across major national, trade, and business titles, including:
The Sun – ale rebrand headlines, The Drinks Business – inside the decision to rename the flagship beer, Morning Advertiser – big interviews with MD Vernon Amor, cask ale features, and brewhouse expansion news
Beer Today – consistent coverage for product launches, local pubs, and community investment
Influencer Outreach & Collaborations
We identified and engaged with influencers, creators, and celebrities to drive awareness through authentic experiences:
Saku (SimplySakus) – Great British Bake Off star (100k followers) baked a Wholesome Stout Cake for her audience and other posts
Adam Purnell (Shropshire Lad) – chef (49.5k followers) collaborated on content and stocked Wye Valley Brewery beers at his restaurant
Ioan Humphreys (@that_welsh_farmer) – local farming influencers (80k+ combined) joined the Wye Valley Brewery Race Day at Ludlow Races, alongside journalists for behind-the-scenes content
JB Gill (226k followers), Tim Lovejoy, and Matt Tebbutt (Saturday Kitchen chef and Butty Bach fan) all received beer placements, generating organic brand mentions
Local Community Coverage
We amplified the brewery’s grassroots connections, such as launching the Golden Keg Rugby Trophy, covered by:
BBC Radio Hereford & Worcester
Hereford Times
Herefordshire & Worcestershire Chamber of Commerce
Beer Today
Results
15+ National & Trade Articles
4+ Local & Broadcast Features
6 Influencer Collaborations across food, farming, and lifestyle
Celebrity Beer Placements with national presenters and chefs
3 High-Profile Interviews for the MD
Strong engagement across social content and earned media
“From national headlines to local heartwarming news stories Nifty help to showcase every side of who we are. Industry innovators to good wholesome family business. The team nailed the balance between strategy, relevance and fun.”
— Abbie Gadd, Head of Sales & Marketing, Wye Valley Brewery
