Threepipe will manage consumer and trade media relations and social campaigns for the new Merchant’s Heart brand.

The range is being brought to market by L.R.Suntory (LRS) following a successful testing phase. There will be an initial range of seven flavours, including Pink Peppercorn and Hibiscus, which have been specifically designed to showcase premium spirits such as gin, mezcal and Cognac.

Merchant’s Heart has been created to offer an unparalleled drinking experience at a time when consumers are becoming savvier and more knowledgeable about what they are drinking. The liquids have perfect carbonation and a hollow centre which allows the flavour of the spirit to shine through. Co-created with some of the best bartenders in the world it is revolutionary in this category. Indeed, Merchant’s Heart is creating a new category by being the world’s first spirit enhancers, which embrace the brand’s ‘Bikan Yuso’ philosophy (a sense of beauty and playful imagination).

Threepipe will be helping to connect the brand with the right media, influencers and industry figureheads as well as building the brand’s presence across key social channels.

Jim Hawker, Co-Founder, Threepipe: “We are delighted to be working with Merchant’s Heart at such a critical time when it ramps up its consumer marketing activity. It’s a beautifully designed product from the inside out and we can’t wait to make the right introductions and get the brand seen and heard about in the right places.”

Jason Sennitt, Head of Merchant’s Heart: “We were really impressed with Threepipe’s insight, experience and ideas. Threepipe will be a key partner in our quest to educate consumers and the trade about how Merchant’s Heart can help to enhance the flavours of their favourite spirits, rather than to mask or overpower them. Why mix when you can enhance?”