Trending PR Campaigns
State of the Hops Report
BWS and Dan Murphy’s published a data-driven ‘State of the Hops’ report using their sales data to rank Australian postcodes by beer share (highlighting Kurri Kurri and Branxton), reveal trends like mid‑strength overtaking full‑strength, growth in stout and Japanese lagers, and rising beer uptake among younger women — a piece of original research designed to generate mainstream coverage.
Why it worked: It won coverage by publishing proprietary, postcode‑level rankings from millions of transactions—local bragging rights plus national trend pivots in one drop.
The lesson: Consider mining your first‑party sales data to rank locations or behaviors, then pitch the leaderboard with a surprising demographic twist.
Coverage over time
How this story spread across the media
| Publication | Headline | Date |
|---|---|---|
| canberratimes.com.au | Aussies frothing over mid-strength as beer of choice | Port Macquarie News | Port Macquarie, NSW | Wednesday 24th June, 2026 |
| inkl.com | The Hunter Valley town that drinks the most beer is revealed | Wednesday 24th June, 2026 |