Piracy Corporation handles Welsh soda re-launch
Piracy Corporation has won the consumer PR, trade PR and social media account for Lurvill’s Delight, a craft-style botanical soda that was originally popular in Wales between 1896 and 1910.
Originally created by Harold and Lolo Lewis, twin brothers from the Rhondda Valley, the profits from the drink were used to pay for 150 coal miners and their families to emigrate to the US.
The soda contains natural ingredients including rhubarb, nettle, black carrot, dock leaves & juniper berry extract – and is free from artificial flavours, colours, preservatives and added sugar.
Now resurrected by new owner Dave Steward, a drinks industry veteran behind brands such as Maker’s Mark bourbon, Zubrowka vodka & Sapporo beer, the drink is again being manufactured in Wales.
Steward was most recently MD of Proximo Spirits UK, the owner and distributor of Jose Cuervo tequila and The Kraken Black Spiced Rum – which Piracy launched in the UK.
Piracy has been briefed to concentrate on the drink’s Welsh heartland before the rest of the UK.
Steward said: “Piracy’s got the right blend of soft drink and booze experience for this brand. The work they undertook for The Kraken in particular showed how a young challenger can shake up the big boys and established markets. Lurvill’s may not be quite as ‘young’ as The Kraken was, but we’re a new kid on the block with a great product and we’re looking forward to creating some similar disruption.”
Martin Ballantine, Piracy MD, said: “On top of the rise of adult soft drinks, Lurvill’s Delight is also bang on trend with its use of various botanicals – the use of plant-based ingredients is going to be big news in food and drink next year. It’s also great to get hold of a product that isn’t just ‘AN Other’ new soft drink with no history – there’s an amazing heritage and some fantastic stories behind this one!”