Twitter campaign #HotCraftSpirits - aimed at crowning the UK’s top craft spirit - has returned for the second year running.
The push, first launched last year by Clarity Comms to help raise the profile of small batch producers, kicked of this week inviting all independent spirits to take part by claiming their distillery on an interactive map, and feature on the Twitter-powered leader board.
Consumers are then encouraged to vote for their “most loved” craft spirits brand by tagging their favourite distillery on the social media site, along with the #HotCraftSpirits hashtag.
The 2016 campaign, which ran in partnership with online drinks retailer 31Dover.com, saw 20,447 consumers vote for 65 distilleries, with 50,000 expected to vote this year, said Clarity Comms, adding it was in the process of finalizing a retail partner for this year’s push.
Last year’s winner, vodka brand Jelley’s, said the win and subsequent listing with 31Dover.com, had boosted its sales “more than marginally”.
“I would encourage all craft distillers to get involved as it’s a great way to get your product in front of new audiences,” said founder Ben Jelley. the business had noticed a “significant rise” in consumer awareness following the competition, he added.
Clarity Comms said it had been “overwhelmed” with the response to the 2016 campaign.
“We were keen to show the huge potential social media can offer smaller businesses and with more than 20,000 votes, participation of 65 distilleries and over one million people reached, the campaign smashed our expectations,” said co-founder Jason Navon.
This year’s voting will close at midnight on Tuesday 6 June.