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Morgenrot

Impact Agency PR Consultant, Sam Houston says: I joined Impact Agency 4 years ago after studying as a journalist at Liverpool Johns Moores University. After a brief stint working as a freelance journalist, I decided PR was the career for me and began working on a range of food and drink accounts for the Agency You could say I landed on my feet, as immediately after joining I started looking after a range of premium world beers from around the globe which enabled me to indulge in a passion – beer! After 3 years of running a range of trade and consumer activities for various world beer brands and building up some strong contacts, Impact won the account to look after prestigious wine and beer importer The Morgenrot Group Plc. With a fantastic reputation in the wine trade, Morgenrot had decided on a new objective of expanding its world beer offering, which would be driven by the company’s new Senior National Account Manager, Graham Archibald. The challenge was to communicate to the trade press the concept of Morgenrot as specialist in premium, imported world beers, replacing perceptions of the company as solely a wine importer. A constant dialogue with key trade titles was the PR route taken by the Agency which has resulted in Morgenrot’s name now being associated and highly thought of within the world beer category. With the interest in world beers still on the increase and the category continuing to see growth even during the recent downturn, the Morgenrot brands are performing extremely well and the future is certainly bright. The company is currently moving forward with considerable momentum, launching beers such as the esteemed Quilmes from Argentina and Alhambra from Spain to join the other brands in its portfolio such as Krombacher and Cruzcampo.

Staff Profile: Sam Houston