Diffusion Named PR Agency of Record for Tilray Beverages

Diffusion PR has been named public relations agency of record for Tilray Beverages, a division of leading consumer packaged goods company Tilray Brands. Diffusion will support several of its East Coast-based craft beer brands including SweetWater Brewing Company, Terrapin Beer Company, Montauk Brewing Company, Blue Point Brewing Companyand Breckenridge Brewery.

Diffusion’s campaign for Tilray Beverages will highlight the extensive portfolio, with different strategic approaches for each brand varying based on regionality, brand personality and brewery priorities. Tilray has a unique selection with something for everyone and Diffusion’s campaign will educate both national and local food and beverage, lifestyle, trade, business and mainstream media on the craft offerings and value the brands have to offer. Through a tailored earned media, product seeding, tasting and event-driven approach fit to the distinctive needs of each brand, the campaign will drive press coverage around new product launches, brand announcements and seasonal moments to increase overall awareness among the right target audiences.

The Tilray Beverages portfolio boasts a range of leading craft beer, spirits and non-alcohol beverages and is proud to be driving the most compelling and unique growth story in the craft beer industry. Diffusion’s campaign for Tilray Beverages will support a variety of its East Coast brands, including Montauk Brewing, known for creating quality, approachable brews out of Montauk, NY, Terrapin Beer, which is focused on maximizing impact on the environment and in the community of Athens, GA, SweetWater Brewing, Atlanta’s largest craft brewery and several others.

Carrie Shafir, VP of Marketing, Tilray Beverages, commented: “Diffusion’s success working closely with the Tilray Wellness division, supporting brands such as Manitoba Harvest, Happy Flower, Fizzy Jane’s, and Hiball gave us extreme confidence in their ability to support our team. We were seeking a PR partner who could support our large portfolio and quickly evolve priorities seamlessly, all while having an established understanding of Tilray’s overarching business goals. We’re looking forward to having one agency team provide streamlined PR strategy and support to multiple of our East beer brands, bringing their fresh eyes, creativity, and industry expertise to the table.”

Kate Ryan, Managing Director of Diffusion, commented: “Tilray is home to some of the country’s biggest and most popular beverage brands, and our PR campaign will reinforce each brand’s top spot in its respective market. Whether you’re sipping a Montauk Watermelon Session Ale on the beach or enjoying music at SweetWater Brewing’s 420Fest, Tilray really offers something for everyone. With a cohesive strategy already in place to hit on the diverse set of brands and their varying personalities, we’ll be bringing the creativity and earned media chops to elevate these established brands even further.”

PRWeek: Tilray Beverages appoints Diffusion PR Agency of Record