LONDON — American-owned beverage company Brown-Forman has chosen Tin Man as its retained UK PR agency after a six-way competitive pitch.

The agency – which won the account after a two-stage pitch process run by Creativebrief – has been appointed to deliver creative PR campaigns and press office services across eight of the brands in the Brown-Forman portfolio: the Jack Daniel’s Family of Brands, Woodford Reserve, Slane Irish Whiskey, Fords Gin, Chambord and tequila brands El Jimador and Herradura.

Brown-Forman’s whisky brands, Benriach, GlenDronach and Glenglassaugh, will stay with their current agency, Spey, which is based in Scotland.

Emily Richardson, head of emerging brands UK at Brown-Forman, said: “From the beginning we were impressed by Tin Man’s experience and understanding of our category, as well as their cultural fit.  But it was their creativity both in terms of campaigns and also service solutions that made them the obvious choice.  We’re excited about what we’re going to achieve together this year.

Tin Man’s head of clients and operations Clare Hindley added: “We recognised at the outset that we were a great fit for Brown-Forman with similar company values focusing on collaboration, inclusion and transparency. Our task now is to stretch the usage occasions for the brands and ensure that they are not only home bar essentials, but also the most asked for spirits in premium outlets up and down the country.”

Brown-Forman joins other food and drink clients in Tin Man’s portfolio including recent win Genius Bread. The agency also worked with AB InBev brand Mike’s Hard Seltzer to launch in the UK, as well as with Britvic on J2O Spritz and Ferrero’s Kinder brand.