- CPG industry leader Adam Spriggs joins Thirst as partner to accelerate US growth
- With further US expansion on the horizon, Thirst targets turnover of £5 million by 2024
- Creative agency’s clients include Ooni, Brooklyn Brewery, Botanist, Innis & Gunn, The Botanist Gin and Brewgooder
- Recruitment drive on the horizon as agency has designs on becoming one of the world’s most respected creatives agencies
A SCOTTISH creative agency that has helped build some of the biggest brands in international food and beverage has moved to cement its foothold in America with the appointment of a high-profile new US director.
Adam Spriggs, a US-based investor who has spearheaded new business development at design agencies for 15 years, has joined as a partner of fast-growing Thirst whose client list includes global craft brewer Brooklyn Brewery and outdoor pizza oven giant Ooni.
Thirst was founded in Glasgow in 2015 by managing director Chris Black and creative director Matt Burns.
It has since gone on to work with some of the UK’s favourite food and beverage brands, including Brewgooder, The Botanist Gin, and Innis & Gunn.
While international business has accounted for more than 40% of Thirst’s revenue since 2018, a rebrand for Brooklyn Brewery’s iconic Brooklyn Lager and Boston Beer Company – makers of flagship beer Samuel Adams – helped accelerate its growth in the US, with recent client wins including premium canned cocktail maker Loverboy and the newly launched non-alcoholic wine Buzzkill.
Chris said: “Whilst we’re more established in the UK, we’re still a hidden gem in America. It’s our ambition to be recognised as one of the top branding agencies for food and beverage brands around the world, and a significant presence in the US is key to realising that vision. The speed of innovation and its global influence make America an incredibly exciting market.
“Adam will open new doors for us to continue building brands and campaigns that excite people, and make an impact commercially and culturally. That’s where our focus will continue to be.”
Adam first established a relationship with Thirst through collaborating with the agency on branding and packaging work for Loverboy and Buzzkill, two companies the product innovation expert has invested in as founder of The Angel Group, a syndicate of industry professionals who invest in early stage Consumer Packaged Goods (CPG) brands.
Prior to joining Thirst, Adam founded the design studio, Nucleus Maximus, having worked previously in product innovation at the Sterling Rice Group, and in new business development at Interact.
Adam, who is based in Ohio, said: “Having invested in some of the fastest growing brands in the US, ranging from Poppi and Siete to Bubble Skincare and Chubby Snacks, I get a first-hand look at the creative polish and toolkits these entrepreneurs need to break through.
“Through our collaboration on Loverboy, it was immediately evident to me that Thirst could deliver everything brands need to launch like a category leader and realise their greatest commercial potential. Working together on Buzzkill only reaffirmed that Thirst could be one of the top design agencies in America. I’m excited that we’ve tested the waters on a partnership and I’m ready to join them on their journey.”
Thirst experienced a 53% growth YoY during the pandemic. With its US expansion, the company is now targeting £5m turnover within three years.
The agency has begun a major recruitment drive to add to its team of 25 in recent months. By leaning into a distributed workforce, it has managed to attract top talent from leading UK agencies, including Chris Nokes, who recently joined as design director.
Chris continued: “We’ve built an incredible team in the seven years since launch. Everyone who has joined has made us a better agency. This investment in the US will give us the opportunity to attract talented strategists, designers and account managers on both sides of the Atlantic.
“We handpick talent exclusively from the food and beverage industry; it’s where we’re from and what we know and love. We’ve recruited people who have worked on global brands, and we’re able to apply their experience to not only big, established brands, but emerging, entrepreneurial companies.”
To find out more about Thirst, visit thirstcraft.com.