Only four in ten Gen Z adults have ever used a corkscrew, compared with 84% of the Silent Generation. That one finding says a lot about how Britain drinks now, and it opened Eisberg's summer broadcast PR campaign. With 76% of UK drinkers moderating and one in five Gen Z and Millennials choosing alcohol-free drinks at festivals, young people are still going out but drinking far less. We put the wine expert and strategist who leads Eisberg's UK business on air across a radio day of interviews, talking about alcohol-free wine for picnics, barbecues and toasts with friends. The campaign secured 13 items of radio coverage reaching 1.4 million, including BBC Radio Leeds and BBC Radio Cambridgeshire.
Eisberg wanted to establish Eisberg as the UK's leading alcohol-free wine brand and help people make confident choices for their summer celebrations.
The message
More people are choosing to cut back without missing out. Alcohol-free wine keeps the taste and ritual of wine for summer moments, from a picnic in the park to a BBQ or a toast with friends.
The angle
Only four in ten Gen Z adults have ever used a corkscrew, compared with 84% of the Silent Generation, and one in five Gen Z and Millennials now choose alcohol-free drinks at festivals. With 76% of UK drinkers moderating, young people are still going out but drinking far less.
On air
A wine expert and strategist who leads Eisberg's UK business
The result
13 items of coverage reaching 1.4 million, including BBC Radio Leeds, BBC Radio Cambridgeshire.
About Summer
Summer is a major broadcast moment built around the school summer holidays, days out, travel, hot weather and outdoor living. In England and Wales schools usually break up in late July, while in Scotland and Northern Ireland they break up in late June. For brands and charities with something useful to say, it gives radio and TV producers a timely reason to book an interview.
Planning Summer for 2027?
The school summer holidays next run from late July to early September 2027 in England and Wales, and from late June in Scotland and Northern Ireland. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
