Seltzer’s were the drink to be seen with the past summer and our prayers were answered with the launch of the independently owned and locally produced, Saintly Hard Seltzer. The brand came in hot, with an irreverent attitude to freshen up the summer, without the usual sugar, carbs or calories. Backed by the same team who were responsible for Rekorderlig Cider’s global success, brothers Kieron and Christian Barton were already forging ahead with plans to establish a new drinks category in Australia, hard seltzers. Saintly Hard Seltzer aimed to crack the new seltzer market wide open in Australia after seltzers became the fastest-growing alcoholic drinks category in the US. The team tasked Buzz Group with amplifying brand awareness and positioning Saintly as the go-to hard seltzer of the summer. 

To put Saintly on the public radar we developed fundamental pitch pillars that we could tailor to specific outlets focusing on wellness and trending market growth. This amplified national brand awareness as Saintly was mentioned by key Australian food and lifestyle outlets that syndicated across an array of publications nationwide.

The guiding brand narrative of ‘Just The Right Amount Of Wrong’ was continually considered when aiming to connect with consumers across multiple platforms. Media and influencers were gifted with a bespoke care package that highlighted Saintly Hard Seltzer’s ethos and neatly included the four Saintly premier flavours. 

The combined activity generated a plethora of media coverage, including GQ, Broadsheet, Time Out, Elle Australia and 9Honey. This resulted in a total monthly media reach of over 62 million, 34 published articles and Saintly being considered one of the leading summer drinks.