LONDON — Sunny Side Up has been appointed by Crossip, a premium British alcohol-free drinks brand, to handle its PR, after a competitive pitch.

Crossip was founded in 2020 by mixologist Carl Anthony Brown, who wanted to evolve the low/no alcohol spirits category from alcohol-free versions of existing gins, whiskies and rums, to a range of drinks based on new flavours, spices and botanicals to pair with mixers. Crossip is already stocked in high-end London bars and restaurants including SushiSamba, Nobu, Roka, Dirty Bones, as well as The Corinthia hotel.

Sunny Side Up’s brief includes media relations, product launches and thought leadership to position Crossip as the low/no alcohol spirit of choice for British bartenders, as well as brand building around Crossip’s ‘born in a bar, not a boardroom’ philosophy.

The account will be led by account director Nikita Takhar, working alongside strategy and creative Director Nick Woods and reporting into Crossip’s head of marketing John Logue.

Logue said: “We understand that it’s pretty bold to create a drinks brand with deeply intense flavours, launch it into bars and restaurants and make no apology for it not having alcohol, but that’s who we are. Around one third of on-trade visits now contain zero alcohol and people are no longer satisfied with the sweetness of soft drinks or the pretence of 0.0% alcohol brands.

“Sunny Side Up understand both the sector and our brand specifically. We’ve been so impressed through the pitch process and are delighted to get going with them, there is much to do.”

Takhar added: “Crossip’s name comes from crossing the boundaries of drinking, having no alcohol products alongside their alcoholic counterparts and leaving the choice to the consumer, and that’s an intriguing space to be in from a comms perspective. Having built connections across the drinks trade media through our work with alcohol brands like Villa Maria, Cune and Ridgeview sparkling wine in recent years, we’re delighted to be able to include another premium drinks brand to our roster.”