Cointreau has announced the launch of #CointreauGratitude, a fundraising initiative to help support the UK drinks industry, as well as donating an initial £30,000 to The Drinks Trust to kickstart the campaign.
The initiative, running until the end of June, has been launched to support the local drinks community within the UK, who have been extremely affected by Covid-19.
It invites Instagram users from across the country to show their #CointreauGratitude by digitally passing a virtual orange on to friends they look forward to sharing a drink with soon and tag their favourite bar as a thank you to the team.
Users simply need to ensure each post or story includes @Cointreau and #CointreauGratitude to trigger the donation.
The orange tree, symbolic to Cointreau and very much part of the brand’s DNA, is seen as a token of generosity, strength, stability, wisdom and longevity, all of which, the team say, are critical to support one another in the current circumstances.
To support the campaign, Cointreau will be donating £1 per post or story shared to The Drinks Trust. The brand will also be matching all voluntary donations made by users themselves to the JustGiving Cointreau Gratitude page.
A spokesperson for Cointreau said: “We would like to encourage the community to reach out to their favourite bars and loved ones with this campaign, to help raise awareness and to support the drinks industry community due to the impacts Covid-19 is having on the industry.
“We decided to use an orange as our symbol of choice for this initiative, due to the orange being part of Cointreau’s DNA as well as it being a representation of gratitude, which fit perfectly with our fundraising campaign, #CointreauGratitude.”