Expert food and drink PR turns industry uncertainty into opportunity

GETTING yourself into a globally developing news story impacting your trade is no easy feat. However, if you act fast and can communicate your expertise clearly, you could just be what a journalist is after.

Wemyss Family Spirits did exactly just that, delivering a masterclass of newsjacking when President Trump’s ‘Liberation Day’ and impending US tariff turmoil hit headlines.

With the Scotch whisky industry facing renewed uncertainty, Wemyss Family Spirits, whose portfolio includes Kingsbarns and Wemyss Malts, responded with clarity and conviction.

Founder and Chairman William Wemyss emerged as a credible and compelling voice, offering expert insight at a time when journalists were urgently seeking industry perspectives.

His timely intervention didn’t just raise the profile of Wemyss, it helped shape the wider narrative during a critical moment for the sector.

Coverage highlights included:

• 555 items of coverage
• 64.5m+ opportunities to see
• Prime-time broadcast features on BBC Radio 4, Good Morning Scotland, and STV News, positioning William Wemyss as a trusted voice of reason
• A hard-hitting op-ed with LBC, allowing the business to shape the narrative and offer insight directly to policymakers and the public
• National newspaper coverage in the Daily Mail, Daily Record, The Independent, The Standard, and The Big Issue
• Strong visibility in Scottish media, from The Herald and The Scotsman to local favourites Fife Today and the Fife Free Press
• Crucial pick-up across key trade titles like The Spirits Business, Drinks International, and Larder Magazine

This wasn’t just luck, it was the result of a nimble, well executed, well timed newsjacking approach.

Our food and drink PR experts worked closely with William to sharpen messaging, identify media opportunities, and react with precision and speed. His willingness to speak candidly and with authority made all the difference.

By responding swiftly to fast-moving events, Wemyss Family Spirits was able to frame the debate, advocate for its sector, and reinforce its values as an independent, principled business with a long-term vision.

This is a powerful reminder of how timely, thoughtful media engagement can amplify the voices that matter most.

During a rapidly evolving situation,  Wemyss Family Spirits rose to the occasion and left a lasting impression on audiences across Scotland, the UK, and the global drinks sector.

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