Premium mixer brand The London Essence Company is calling on consumers to support the on-trade in these unprecedented times through its new campaign, which encourages donations to The Drinks Trust.
‘Cheers to You’ aims to inspire consumers to support the drinks industry by donating £10 to The Drinks Trust by texting CHEERS2U to 70212. Those who donate will be given the chance to win a years’ supply of London Essence products.
With social distancing measures in place, the hospitality industry has been one of the hardest hit in regards to lost revenue, and will also be one of the last to fully emerge from lockdown.
The new campaign from London Essence comes as figures from UKHospitality show that 10% of industry professionals are now left out of work due to Covid-19, with a forecast of one million jobs at risk if the current climate continues.
London Essence has kickstarted fundraising efforts by pledging £10,000. This, and further donations, will contribute to The Drinks Trust Wellbeing Initiative, which supports industry professionals to live healthy lives via counselling and other therapies.
In a bid to help consumers elevate their drinking experiences at home, London Essence is also working with top TV bartender and pub owner Merlin Griffiths to create a content series of pro insider tips and tricks.
From making the most out of items found in the cupboard to serving drinks in style, the tips will be live on Instagram and Facebook from 6 May for consumers and industryprofessionals alike to revert to during lockdown.
The London Essence Company’s collection of mixers is also available to purchase via The Whisky Exchange, with 10% of sales being donated to The Drinks Trust throughout lockdown until the beginning of July.
Ounal Bailey, co-founder of The London Essence Company, said “As we all face such challenging times, it has never been more important to work together to support our community and the industries that are currently at risk.
“’Cheers to You’ encourages consumers and bartenders to contribute to an important support scheme for drinks industry professionals, and Merlin’s tips will help to upskill those at home to create an exquisite drinking experience, while they wait to get their hands on the real deal at their favourite bar once it’s reopened.”