Making the Most of Summer: PR Strategies for Food and Beverage Brands

Summer is a powerful season for food and beverage brands. It brings a wave of excitement, energy, and curiosity that makes people want to try new things and share experiences. It also opens up some of the best opportunities for storytelling throughout the entire year.

People are gathering, traveling, and celebrating. Editors are building roundups and lifestyle content that leans into the season. The brands that show up with something timely and thoughtful are the ones that tend to get noticed. But doing this well takes more than just knowing what’s trending. It takes strategy, consistency, and a real understanding of how to connect the right story to the right moment.

Here are a few ways brands can tap into summer PR in a meaningful and effective way:

1. Start With What Feels Timely

Seasonal relevance matters. Media teams and consumers alike are drawn to what feels timely and relatable. In the summer, that might mean a story about poolside cocktails, road trip snacks, or how to host the perfect backyard dinner. These are the angles that get attention because they feel familiar and real.

If you are launching a new product or trying to increase visibility, this is a great time to think about how your brand fits into everyday summer moments. Does your product belong in a picnic basket? Could it be featured in a “must-haves for July 4th” story? Framing your outreach this way makes your pitch more natural and much more appealing to editors who are already planning that kind of content.

When your brand feels like part of the conversation instead of a promotion, your chances of landing coverage go way up.

2. Turn Real-Life Experiences into Media Moments

Live events can do a lot more than get samples into hands. They can create memories, tell stories, and build a sense of connection that lasts well beyond the moment. Summer is filled with opportunities for this, from food festivals and weekend pop-ups to intimate tastings and partnerships with local businesses.

But events should always be approached with purpose. A well-timed activation that is planned with media strategy in mind can generate press, spark social engagement, and add depth to your brand story. Think about who should be invited, what visual moments you can capture, and how this event will translate into something worth sharing.

Even a small event can have a big impact when it is planned through the lens of storytelling and visibility.

3. Make the Most of Local Coverage

While national press is always exciting, local and regional coverage can be just as impactful, especially in the summer when tourists are traveling and editors are highlighting their favorite hidden gems. These stories tend to feel more personal and often have a better chance of being picked up.

If your brand is connected to a certain city or community, this is a great time to pitch stories that highlight your roots. Maybe you source local ingredients, support a neighborhood initiative, or have a summer menu inspired by regional flavors. These details give journalists a reason to write about you now and help your brand stand out in a crowded inbox.

Local press can also lead to bigger features later on. Many national editors keep an eye on regional stories to find emerging brands and trends.

4. Give Seasonal Launches a Story Worth Sharing

Summer product launches offer great opportunities for media coverage, but a strong product alone isn’t always enough. To get noticed, your pitch needs to tell a story. Editors want to know why this product matters right now and what makes it unique.

Limited-edition flavors, seasonal bundles, or special collaborations are perfect examples. If you are offering something new this summer, think about the story behind it. What inspired it? How does it connect to what people are feeling or craving right now? Pair that with strong visuals and early access for press, and you are much more likely to secure meaningful coverage.

The best seasonal launches do more than drive sales. They create lasting interest and help reinforce your brand’s identity.

5. Prep Early for Stronger Results

Summer might feel spontaneous, but strong PR campaigns are rarely built on impulse. Most successful outreach starts weeks or even months in advance. Editorial calendars fill up quickly, and media teams are often working on long lead stories before summer even begins.

Creating a seasonal roadmap helps you stay focused, organized, and ready to move when the time is right. It also makes space for flexibility, so you can jump on last-minute opportunities or shift direction if needed.

Having a plan in place allows you to approach each opportunity with confidence and clarity, which makes your messaging stronger and your outreach more effective.

Good PR Looks Easy Because It’s Built on Strategy

When you see a brand featured in a magazine or highlighted in a summer roundup, it often looks effortless. But behind the scenes, there’s a lot of thought, preparation, and coordination that makes it all come together.

You can absolutely do it on your own. The tools and ideas are out there. But in a fast-moving media landscape, it helps to have support. A great PR team brings not just strategy, but experience, timing, and relationships that can make all the difference.

At Bender Group PR, we help food and beverage brands find their voice in the moment and grow their visibility year-round. If this summer feels like the right time to get more intentional with your outreach, we’d love to help you take that next step.