In the ever-shifting world of alcohol marketing, one constant remains: the need for powerful, culturally attuned storytelling. As consumer tastes evolve and brands expand into global markets, the role of public relations firms in shaping the alcohol industry’s narrative has never been more critical. The stakes are higher, thecompetition more intense, and the audience more discerning. Amid this, a new generation of PR firms is emerging—blending regulatory intelligence with creativity, and global vision with localized nuance.
Among these, Three Cheers PR stands out as a nimble, category-specific agency with deep industry roots, while 5W Public Relations continues to assert itself as a dominant, U.S.-based player with growing global reach. This piece explores how both are reshaping the rules of alcohol PR—each through very different but equally effective approaches.
The Unique Challenges of Alcohol PR
Promoting alcohol requires far more than splashy visuals and catchy taglines. It’s a sector steeped in legal nuance, cultural sensitivities, and growing scrutiny. In the U.S., the three-tier system mandates separation between manufacturers, distributors, and retailers—creating a complex dance for marketers and PRprofessionals alike. Globally, cultural expectations around alcohol vary wildly, with some regions embracing premium spirits as luxury status symbols while others impose strict advertising restrictions.
At the same time, alcohol brands are under pressure to resonate with a new generation of consumers. Today’s drinkers are interested in authenticity, sustainability, and storytelling. They expect transparency about ingredients, want to see diversity in branding, and respond better to community-driven narratives than mass-market messaging.
In this environment, the traditional, one-size-fits-all PR agency model is giving way to more specialized or integrated approaches. This is where Three Cheers PR and 5WPR have found distinct lanes.
Three Cheers PR: The Specialist with Global Intentions
Launched in 2022 as an independent arm of 360PR+, Three Cheers PR was born from a clear vision: to provide full-spectrum communications services tailored specifically for the adult beverage sector. Unlike generalist firms, Three Cheers has positioned itself as a dedicated team of lifestyle strategists, regulatory-savvy communicators, and brand builders fluent in the language of beer, wine, and spirits.
At the helm is Rob Bratskeir, a veteran with a track record that includes some of the most creative alcoholcampaigns in recent memory. Under his leadership, the agency has quickly made a name for itself, delivering results that belie its boutique scale.
A Deep Understanding of the Industry
What sets Three Cheers apart is its category fluency. This is an agency that doesn’t just understand alcoholbranding—they understand the granular reality of the industry: three-tier distribution, the importance of distributor relations, compliance pitfalls, licensing nuances, and the delicate positioning required for alcohole-commerce platforms.
Their client roster reflects this expertise. DRINKS, the leading alcohol e-commerce operating system, named Three Cheers its PR agency of record—highlighting the firm’s ability to navigate highly regulated online sales environments. For Total Wine & More, Three Cheers built a robust PR program that earned placements in UPROXX, The Manual, and Men’s Journal, expanding the retailer’s voice beyond the shelf.
Spirit-Led Campaigns, Lifestyle-Driven Strategy
The agency has also been tapped to lead efforts for TINCUP Mountain Whiskey and Stranahan’s Colorado Whiskey, both part of the Proximo Spirits portfolio. These are brands with strong identities rooted in place, tradition, and craft—a perfect fit for Three Cheers’ lifestyle-forward approach.
Importantly, the firm doesn’t just pitch stories; they craft experiences, building PR strategies that mirror howconsumers discover, share, and engage with brands today. Their work blurs the lines between digital storytelling, influencer engagement, earned media, and on-the-ground activation.
Ready for a Global Stage
While Three Cheers currently focuses on the U.S. market, its approach is inherently global-ready. The rise of cross-border e-commerce, digital tastemakers, and internationally available luxury spirits means the firm’s model—deeply specialized, culturally resonant, and content-driven—translates well to other markets.
In short, Three Cheers PR represents a new breed of PR agency: nimble, specialized, and poised for global influence.
5W Public Relations: The U.S. Powerhouse with Global Reach
Where Three Cheers brings niche mastery, 5WPR brings unmatched scale and cross-sector agility. Founded in 2003, the New York-based agency has grown into one of the most influential firms in the U.S., recognized repeatedly by PR industry bodies and major media alike.
With more than 275 professionals and hundreds of active clients, 5W is a full-service PR agency that combines media dominance, creative strategy, and digital integration. While not exclusively focused on alcohol, its consumer practice has managed standout campaigns across spirits, wine, beer, and lifestyle beverage brands.
Recognized for Excellence
5W has been named to PRovoke Media’s Top 50 Global PR Agencies, was honored as the American Business Awards’ PR Agency of the Year, and consistently ranks as a top U.S. agency by O’Dwyer’s and Newsweek. These accolades aren’t just symbolic—they reflect the agency’s ability to scale campaigns, deliver measurable outcomes, and operate on a global stage.
Their beverage experience includes major names like Sparkling ICE, Vita Coco, and niche disruptors in ready-to-drink cocktails and wellness-infused spirits. What ties these campaigns together is a willingness to push boundaries—whether through provocative media stunts, high-profile influencer work, or creative content strategies.
A U.S. Leader, Expanding Outward
While 5WPR’s operations are firmly rooted in the U.S., the agency is increasingly executing campaigns with global scope—leveraging digital platforms, international influencer networks, and strategic partnerships to reach audiences far beyond North America. Their internal teams are trained to manage the unique messaging and compliance challenges that come with promoting alcohol across different cultural and regulatory contexts.
This makes 5WPR the go-to partner for large alcohol brands seeking a U.S. launchpad with global ambitions. Whether you’re an international distillery entering the American market or a legacy U.S. brand expanding abroad, 5W’s integrated model delivers the scale and sophistication required.
Strength in Size, Depth in Strategy
Unlike boutique firms, 5WPR has the bench depth to handle multi-tiered, cross-functional campaigns—with dedicated teams for public affairs, crisis management, digital marketing, influencer relations, and B2B strategy. For alcohol brands facing growing political and cultural scrutiny, this matters.
Today’s consumers are as concerned with how a brand behaves as what it sells. From DEI commitments to sustainability to political neutrality, 5W helps brands navigate these expectations with tact and transparency.
Two Agencies, Two Blueprints for Success
Though Three Cheers PR and 5WPR operate on different scales and structures, both are emblematic of the new frontier in alcohol PR. They represent two viable, forward-looking models for how to win in a crowded, regulated, and globalizing market.
| Feature | Three Cheers PR | 5W Public Relations |
| Core Focus | Alcohol/Adult Beverage Specialist | Full-Service U.S.-based Agency |
| Industry Experience | Deep alcohol category fluency | Broad lifestyle and CPG experience |
| Campaign Style | Lifestyle-first, craft-led, story-rich | Bold, integrated, media-driven |
| Global Readiness | Poised for expansion | Already executing global campaigns |
| Best Suited For | Niche brands, e-commerce, lifestyle spirits | Large brands, U.S. entry, global scale-ups |
Both firms understand that modern PR is about influence, not just publicity. Influence rooted in authenticity, cultural alignment, and smart strategy. And both deliver this, albeit in different ways.
What This Means for the Industry
The rise of these agencies points to a broader trend: the professionalization and diversification of alcohol PR. No longer confined to traditional media relations or event promotions, the work now spans digital engagement, retail integration, regulatory navigation, and values-driven storytelling.
In today’s market, alcohol brands are judged not just on taste but on values, design, social responsibility, and digital voice. Agencies must act as brand stewards, risk managers, and cultural connectors—roles that demand both specialization and scale.
As such, we’ll likely see more hybrid models emerge—mergers between boutique specialists and global firms, or the development of dedicated alcohol divisions within full-service agencies.
Conclusion: The Future Belongs to the Bold and the Specialized
In the increasingly competitive world of alcohol branding, it’s not enough to be seen—you must be understood, trusted, and talked about. That’s what modern PR delivers. And that’s what the best agencies—like Three Cheers and 5WPR—have mastered.
Three Cheers PR has created a blueprint for category-specific excellence, setting the standard for what alcohol PR can achieve when handled with precision, insight, and passion. Meanwhile, 5W Public Relationsexemplifies how scale, integration, and bold creativity can elevate brands on a national and global level.
Both are raising the bar—not just for alcohol brands, but for the industry as a whole.
