International Brewing and Cider Awards appoints Umpf for international publicity brief

Following a competitive pitch, the ‘Oscars’ of the brewing and cider world – the International Brewing and Cider Awards – has appointed Leeds-based integrated agency Umpf to help raise awareness of the competition and drive entries.

The competition, which dates back to 1886, is the most historic international beer and cider competition of its kind and has a long history of championing the world’s best brewers and cider-makers.

Due to the pandemic, the international competition has been rescheduled from March to November 2021. Umpf will be supporting the Awards with international media relations, social media content development and community management, as well as paid social, traditional media buying and email marketing support.

Ruth Evans, MBE, director of the International Brewing and Cider Awards said: “We know that this year has been particularly challenging for brewers and cider-makers across the globe but platforms like the International Brewing and Cider Awards are more important than ever to showcase the creativity and innovation of the industries to the trade and end consumer.

“The International Brewing Awards is the most historic international competition of its kind and we believe Umpf can help us to tell the story of the rich history and tradition of the awards to even more brewers and cider makers across the globe.”

Pip Morrall, senior account director at Umpf said: “It’s an honour to work on the ‘Oscars’ of the brewing and cider making world. The International Brewing and Cider Awards is such an historic and significant event in the brewing and cider-making calendar.

“We’re taking an integrated approach to this brief, combining media relations as well as paid social and traditional media buying on an international scale. We’re really looking forward to introducing the awards to even more brewers and cider-makers and driving entries from across the globe.”

The International Brewing and Cider Awards will take place in Burton-upon-Trent in November 2021. Registration opens on 1 July 2021.