Flying Embers sought out the assistance of Publicity For Good to create brand awareness for them and deliver the message that their hand-crafted hard kombucha is a “better-for-you” alternative to alcohol. They wanted us to spread awareness about their expansion and distribution of new flavors, as well as deliver news about the kombucha industry. Ultimately, the goal is to transform Flying Embers to become a leader in the hard kombucha space.

In order to achieve Flying Embers’ desired goals, Publicity For Good crafted press releases to announce national distribution efforts and developed media relationships across the country to generate new consumer awareness. We secured a local TV segment that introduces consumers to Flying Ember’s brewery as well as its founder, Bill Moses, to drive local press. We also leveraged awareness campaigns such as National Booch Day, Wildfire Awareness Week, Memorial Day Cocktail Recipes, June National Men’s Health Month, Father’s Day Gift Guides, and tapped into Mindful Drinking for Labor Day Weekend. We also released news on how Flying Embers gives back to the community by supporting Local First Responders. Additionally, we managed consumer press, trade press, regional press to support retailers, event support, and influencer outreach.

In our 16 months of working together, we were able to collect a total of over 88 media stories that had a reach of over 699 million consumers and accumulated a total of 577 media mentions. Some highlights include top-tier media outlets such as Forbes, The NY Times, Marie Claire, Whole Foods, Food Network, Brewbound, Bloomberg, Fortune, Brit+Co, Spectrum News 1, CBS News, Liquor, Yahoo! and CBS. We were also able to book opportunities with many other outlets such as The Manual, KTLA Morning News LA, Refinery 29, Food Business News, Sunset Magazine, City Pages, and San Antonio Express News.

In total, we were able to accumulate a total publicity value of $926,000. Publicity For Good was able to secure Flying Ember’s leadership in the hard kombucha industry, allowing them to occupy 84% of the hard kombucha space.

Flying Embers is a brand very popular among millennials for its hard kombucha drinks brewed with botanicals and probiotics. Flying Embers seek to be the better-for-you alternative to alcohol by being a purveyor of refreshingly tasty drinks with an abundance of health benefits. As a purpose-driven brand, Flying Embers is known for showing their support to local first responders. The relative youth of the hard kombucha industry made it essential for Publicity For Good to generate awareness of this spectacular good. Publicity For Good leveraged on awareness campaigns to bring kombucha to the front page and drive Flying Embers to the top of its industry. Publicity For Good’s 16-month partnership with Flying Embers accumulated a total of 88 media stories that reached a total of over 699 million consumers.

Read more about our work with Flying Embers here