Federation, Beach Booch say cheers to new partnership

Following a competitive pitch, Federation has been selected by alternative alcohol drinks company Beach Booch as lead creative agency.

Federation will lead brand and integrated communications strategy for both the Beach Booch and Slight Twist drinks portfolios with a focus on building extraordinary brand stories into powerful creative ideas that will drive sustained consumer growth.

Responsibilities include brand strategy, advertising, activation, media and content development.

The agency’s appointment, effective immediately, comes after the Beach Booch brands continue to experience rapid growth in both sales volumes and distribution channels, on shelf through both Foodstuffs and Woolworths supermarkets.

CEO of Federation, Sharon Henderson says, “It’s brilliant to be partnering with the two amazing founders of Beach Booch Brewing. Ali and George’s story is an incredible one of entrepreneurialism and category innovation. Not only are they integrally involved in the business, they understand the critical role that creativity plays in keeping brands at the forefront of culture and connected to their consumers’ evolving needs. We’re thrilled to be working alongside them, to help grow and establish their brands as a favourite choice for Kiwi drinkers this summer and beyond.”

Alastair Kirk, Co-Founder of Beach Booch said, “Federation brought both compelling strategic thinking and stand-out, category breaking creative ideas to the pitch process. We are seriously excited about this next step for the growth of our brands and it’s brilliant to have the talents of Olly, Brad, Sharon and team behind us. Our story began with the launch of Beach Booch Hard Kombucha and is continuing with our new range of Slight Twist Craft-Brewed Cocktails. Both are batch-brewed here in Aotearoa, using only natural ingredients and no distilled spirits. They both operate in very competitive categories so we wanted to be challenged, even scared by the creative approach for our brands, and we weren’t disappointed.”

Co-Founder, George Wielechowski says, “We’re on a unique mission to shake up the same-same-ness of the craft beer and RTD categories and we’re looking forward to doing that with Federation. New Zealand has seen real success in challenging both the traditional and non-traditional RTD markets, and both Slight Twist and Beach Booch are making an impact on both already. As a natural range of craft-brewed drinks, we believe Slight Twist and Beach Booch are much better suited than RTD’s to take on the ‘flavour and go-low’ expectations of today’s consumers. We are really excited about this next step for the growth of our brands – welcome aboard Team Federation.’’    

Brad Collett, Chief Creative Officer, Federation adds, “Thrilled to partner with Ali and George and totally buy into what they’re aiming for with Slight Twist and Beach Booch. It’s not every day you get the chance to work with clients that push us to push the boundaries so hard in pursuit of brave. Cheers to doing things differently! I’m looking forward to finishing Sober October…’’

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