CHICAGO — Hard seltzer Press has handed its PR business to Spool Marketing and Communications, charging the agency with helping the brand stand out in a crowded marketplace.

Press named Spool its agency of record following a competitive review. The move is the start of Press’s first major PR push since it launched roughly five years ago, said Spool senior VP Katie Kierna, who is leading the account.

Spool is responsible for handling all aspects of Press’s PR including public-facing campaigns and thought leadership, with the overarching goal of driving consumer awareness of the brand through earned media. Positioning Press as a challenger brand will be central to those initiatives, Kierna said.

Launched the same year as White Claw, which dominates sales in the US, Press is the only woman-owned independent company in the category. Press also distinguishes itself with its varieties including pineapple basil, lingonberry elderflower and blackberry hibiscus.