Pernod Ricard’s Absolut Vodka is encouraging bars and bartenders to consider the small ways they can be more sustainable with the launch of The Green Hustle.
Boasting to be one of the most energy efficient distilleries in the world, Absolut recognises that sustainability is a key principle at the heart of any progressive society.
The Green Hustle campaign provides fun and easy hacks around better practices and a better drinks industry, to create a healthier planet.
The brand believes that, when things are done “the Green Hustle way”, twice as many delicious drinks can be made from re-used ingredients, end single use ingredients and foraging – without compromising on taste or quality, while helping to save money and the planet.
Officially unveiled at this year’s Athens Bar Show, attending guests will be educated via a packed itinerary of Absolut seminars and workshops on creative ways to reuse organic waste, how to make ice stretch further and the ways bars around the world can link up with local green initiatives to create urban gardens.
During the event, anti-waste punk pop-up Trash Tiki and Svartklubb By Fäviken bartender Hampus Thunholm, will be talking about other small ways to make the drinks industry more sustainable.
Prior to the show, Absolut will send a ‘Hustle Buggy’ around the city to collect discarded limes, lemons and grapefruits for demonstrations showing the easy ways to extend the fruit’s lifecycle and create drinks at the bar from these collected fruits.
To close the loop on waste, a local organisation will take care of the organic waste and make a compost for their garden just outside of Athens city.
Additionally, global advocacy marketing manager Bex Almqvist and global brand ambassador Rico Dynan will talk about how all the ways Absolut has become the most energy efficient distillery in the world.
Bex Almqvist said: “The Green Hustle is all about inspiring bartenders to get involved in applying easily implementable hacks within their bars that are both beneficial to the environment, our industry and their bottom line.
“The program is fun and engaging because it was created by bartenders for bartenders with the objective of instigating change.
“Sustainability can be an overwhelming topic, but we hope The Green Hustle will make it less daunting and more accessible for everyone – the smallest act can make a big impact and you can have fun and be inventive along the way.”
To help bartenders and bar owners worldwide get on board and do their bit, Absolut is also introducing www.thegreenhustle.com, a collaborative, open-source online resource and forum filled with ideas, shout-outs, facts, recipes and downloadable assets.