Briefed on promoting MASU’s exceptional sake offering and building awareness of sake culture in New Zealand, Pead PR identified an opportunity to create a month-long celebration of sake – MASU Sake Month.

SKYCITY’s Beverage Consultant, Master of Wine & Sake Samurai Sam Harrop, Master of Wine Kenichi Ohashi and the MASU team helped to source a range of five rare sakes direct from Japan. Diners had the opportunity to purchase as well as attend a sake and food matching experience in MASU’s OBI room and special sake flight offer.

We invited respected food & lifestyle media to celebrate the start of spring with a preview of the five rare sakes which was underpinned by targeted media pitching and content generation for MASU’s social platforms.

MASU Sake Month maximised share of voice with editorial coverage in key nationwide publications resulting in $115,000 worth of PR coverage. During this time MASU also experienced an increase on sales of sake compared to previous years.