Kupu Spirits

Ready To Drink Spirit Launch By Jenerate PR

Maui Brewing Company Hires Jenerate PR

Hawaii Businesses Join Forces for Launch of Maui Brewing Company’s RTD Cocktail Brand


Maui, Hawaii (August 13, 2019) – Jenerate PR Launches Kupu Spirits by Maui Brewing Compnay. Jenerate PR, a full-service public relations and social marketing agency headquartered in Maui, was named PR agency of record by Kupu Spirits, a major brand expansion from Maui Brewing Company, Hawaii’s largest independent craft brewery. Jenerate PR managed publicity and communication strategies for the brand, including media relations, product seeding, and influencer programming, resulting in nearly 9 million earned media impressions for Kupu Spirits.

To flood Instagram with mentions in the local Hawaii market on the day of launch, Jenerate PR designed and executed a branded launch mailer to key personalities in the Hawaii food and beverage space, which was supported with formal sponsored posts with Hawaii athletes, photographers, and influencers who were contracted to produce content to go live on launch day. Sponsored content produced over 100,000 impressions on Instagram.

“It’s an honor to be selected as the agency partner for Kupu Spirits,” said Jennifer Polito, founder and creative director of Jenerate PR. “As a Maui-headquartered company ourselves, we have a lot of love for Maui Brewing Company, and our entire team has been thrilled to share in the launch efforts for Hawaii’s first locally made ready-to-enjoy canned cocktail brand.”

Jenerate PR Launch Spirit Brand

Kupu Spirits launches in Hawaii with three craft cocktail varieties: Whiskey Cola, Whiskey Ginger, and Gin & Tonic. Kupu Spirits products are distilled and packaged at Maui Brewing Company’s “grid independent” facility, which is powered by a 1.2MW array of solar panels that cover the building’s roof, awning, and carports.

“When we started preparing for the launch of Kupu Spirits, we knew it was time to bring in some help,” said Garrett Marrero, co-founder and CEO of Maui Brewing Company and Kupu Spirits. “We have a lot going on at MBC, with our four restaurants and our brewery operations, and Jenerate PR has done an incredible job supporting us with the debut of Kupu Spirits through their expertise in the local media and influencer landscape. With their experience and creativity, combined with our focus on delivering a quality product, we’re confident that Kupu Spirits is growing in the right direction.”

The boutique PR agency led by Jennifer Polito has been experiencing its own growth by increasing its capabilities, establishing an office in Wailea in 2018 and Las Vegas in 2019, and continuing to build a diverse portfolio of clients. Specializing in hospitality, travel/tourism, culinary, luxury retail and lifestyle brands, Jenerate PR aims to help clients achieve their goals through earned media coverage, strategic marketing, special events and social media campaigns.

About Kupu Spirits

A brand extension of Hawaii’s largest independent craft brewery, Kupu Spirits debuts in Summer 2019 with the launch of a ready-to-drink craft canned cocktail collection including Whiskey Ginger, Whiskey Cola, and Gin & Tonic varieties. The craft cocktails blend Kupu Spirits Whiskey and Gin with Maui Brewing Company’s Island Sodas, which are created in-house using all natural ingredients like cane sugar, local island honey, and Hawaii-grown ginger.

In the Hawaiian language, the word “kupu” means “to sprout” or “to grow.” The name Kupu Spirits was chosen to symbolize the brand as an offshoot of Maui Brewing Company, operating with a mission aligned to the same independent values, sustainability practices, and commitment to craft as its parent brand. For more information and to connect with the brand, visit www.KupuSpirits.com and follow Kupu Spirits on Instagram, Facebook, and Twitter.

About Jenerate PR

Jenerate PR provides impactful, results-driven public relations and social media services on behalf of their clients across five Hawaiian Islands and the continental U.S. With offices in Hawaii and Las Vegas, Jenerate PR maintains a dynamic portfolio of client partners in the hospitality, retail, lifestyle and food and beverage industries. A full service agency, Jenerate PR specializes in media relations, strategic partnerships, crisis communications, social media management, as well as web design and development. The company also provides brand marketing services such as creative design, copywriting, photography and videography. For more information, visit https://www.jeneratepr.com, follow on Instagram (@jeneratepr) or call 808.281.2088.