Company data is often considered difficult to access or unworthy of reporting. But when told correctly, it becomes raw material for relevant data stories that reach a wide media audience. One example of this is the annual “kollex Beer Monitor”: With it, the software company kollex and we at Mashup Communications have established a PR flagship format.

But what does it actually take to develop a data-based storytelling format that was mentioned in over 140 media outlets in 2025 alone?

“Exclusive figures, clear theses, media relevance — all of these elements are part of the mix when it comes to data stories. But what really counts is close cooperation at the interface between data analysis, storytelling, and media relations”

Alexandra Reinig, PR and data storytelling expert

In 4 Steps: How Do I Use Data For PR?

The example of the digital sales platform kollex shows how the interplay of data, storytelling, and PR expertise can result in continuous data work that contributes specifically to strategic positioning. Those who regularly provide reliable insights on a clearly defined topic are not telling a single story, but rather building a long-term narrative. These four steps were crucial for success.

1. From the Idea to Using Internal Data

Software companies in particular often have unique data sets. Together with our customer, the basic idea quickly became clear: to use anonymized and exclusive data as the basis for recurring, credible trend analysis. In terms of content, it should be clearly focused on the food service market—an area for which there are currently hardly any reliable figures.

However, before the data could be communicated to the media and the public via infographics, reports, or studies, the real work began: developing appropriate questions, hypotheses, and analysis categories that were both journalistically relevant and statistically reliable.

2. Prepare & Visualize Data

This phase of the analysis requires patience. At Mashup Communications, we have supported companies ranging from tech startups to market leaders in their PR activities. This trusting collaboration enabled us to jointly reflect on which data was actually suitable for processing.

Today, kollex operates a digital sales platform for beverage and food wholesalers and the catering industry. However, in order to be able to make sufficiently valid statements—for example, about time trends or regional differences—it was first necessary to take a step back. kollex originated in the beverage wholesale trade, so initially different beverage categories were analyzed, hypotheses developed, and partly rejected.

The detailed analysis of beer data ultimately proved particularly revealing. Among other things, it highlighted a clear shift toward non-alcoholic beers. One key finding was that one in ten liters of beer sold is now non-alcoholic. The next step was to turn these figures into a story – both in text and visually.

3. Data Storytelling for the Day of Action

International Beer Day established itself as a recurring, editorially rewarding hook. Around this date each year, Mashup Communications prepared the data in a press release in such a way that it could be used immediately for journalistic purposes.

The aim was to present complex market developments in an understandable way, with a changing focus on current industry trends, such as sales trends for non-alcoholic beers and beer mix drinks. The figures were supplemented by a strategic analysis by Stefan Kellner, CEO of kollex and publisher of the Beer Monitor.

Particular attention was paid to taking a differentiated view on the market: while many industry data show declining beer sales, kollex data reveal where and how consumption is shifting in the out-of-home market – by type, region, brand, or alcohol content.

4. Continuous Media Relations with Data

A key success factor was the early and continuous preliminary contact with relevant media contacts. By building long-term relationships, it became easier to position the Beer Monitor from year to year: journalists were familiar with the format, trusted the data quality, and already anticipated the results.

This meant that the announcement did not get lost in the daily news stream, but attracted targeted attention. In addition, Mashup Communications offered selected editorial offices exclusive data insights that could be used for their own focus areas—for example, on niches such as dark or black beers. This not only created a recurring story, but also provided a variety of starting points for individual reporting.

Tips For Data Stories: How Can I Achieve The Most Success With PR?

PR measures:

• Developing one clear core story per year
• Editing different storylines for
  • General Interest Media
  • Trade and industry magazines for food wholesalers
• Close integration of data, trend analysis, and CEO classification
• Proactive media outreach surrounding the campaign day

PR successes:

• Media attention: 140 placements in high-reach general interest and business media such as Süddeutsche Zeitung, Welt, msn, Wirtschaftswoche and Frankfurter Allgemeine Zeitung, as well as in industry publications for food wholesalers
• Trust: Requests from leading media outlets – including the Tagesschau news program – that require data and assessments for their reporting
• Thought leadership: Perception of kollex and CEO Stefan Kellner as an authoritative voice on trends in the foodservice market

Conclusion: Data Storytelling With kollex

The kollex Beer Monitor has established itself as a recurring reference for media outlets reporting on beer, consumer trends, wholesale, and gastronomy. This success is based on solid, exclusive data on the one hand and the trusting cooperation between kollex and Mashup Communications on the other. Data lends credibility to the content, makes kollex a reliable source of information, and increases its long-term appeal to journalists.

“We are delighted that the Beer Monitor has enabled us to significantly increase our visibility in the media and expand our reach year after year. For us, this success is based on a combination of professionalism, communication on equal terms, and creativity, which characterizes our collaboration with Mashup Communications.”

Sandra Hommel, CMO/CCO at kollex and main contact person for the agency

With the Beer Monitor, Mashup Communications has succeeded in consistently translating the strengths of a SaaS company into effective PR: exclusive data, clear classification, and a recurring news hook. The result is not short-term attention, but long-term expert positioning – exactly where it has the greatest strategic value for kollex: in the public discourse on the out-of-home market.

Learn how to turn data treasures into stories in our online course