Muskoka Brewery has hired Toronto-based Strategic Objectives as its first-ever PR agency of record.
The agency will represent Muskoka Brewery’s complete lineup, including Muskoka Craft Lager, Cream Ale, Mad Tom and Twice as Mad, as well as its special edition seasonal brews.
“Muskoka brews beers that are truly unique and innovative. Strategic has a long track record for creating PR programming for beverage alcohol that really cuts through the clutter, so it made perfect sense to partner together,” said Michelle Faris, VP of marketing at Muskoka Brewery, in a release. “We’re delighted to tap into their creativity and beer experience to take Muskoka to a new high level of awareness and engagement.”
Over the years, Strategic Objectives has worked on a number of beer brands, including Guinness, Carlsberg, Brick Brewing Co. and Red Stripe. On the beverage alcohol side, Strategic Objectives was PR agency of record for Diageo for more than a decade.
For Muskoka Brewery, Strategic Objectives will focus on traditional PR and media relations, tasting events, social media and consumer-facing experiential activations throughout the year.
“What’s really exciting about this account is we’re going to partner with them on all aspects of the business, from marketing to social to interactive,” said Deborah Weinstein, co-founder and president of Strategic Objectives. “It’s a true partnership and we’ll get to work closely and collaborate with [Faris], who is a pretty amazing marketer, and the amazing team she has in Muskoka.”
Strategic Objective’s first project was to launch Muskoka’s latest creation, Detour, an India Pale Ale with just 4.3% alcohol. The product was featured in Toronto Life as one of the top 10 beers for spring.
The agency is currently working on a PR program for Legendary Muskoka Oddity, an 8% specialty beer made once a year with a slightly different recipe, as well as Muskoka Summer Weiss.
Muskoka Brewery was founded in Bracebridge, Ont. in 1996.
