Scotch brand Glen Grant has partnered with retailer The Whisky Exchange to encourage drinkers to switch off the lights and ‘dram in the dark’ for Earth Hour, the World Wildlife Fund initiative, on 25 March.
Glen Grant and The Whisky Exchange are encouraging drinkers to share their #DramsInTheDark
Each year people around the world pledge to switch off their lights for one hour from 20:30-21:30 local time to highlight the need for action on climate change.
For 2017, Glen Grant and The Whisky Exchange have teamed up for a number of awareness and fundraising activities.
Drinkers who share their #DramInTheDark images and climate change messages on social media will be entered into a draw to win Glen Grant prizes.
In addition, for every bottle of Glen Grant sold through The Whisky Exchange in March, Glen Grant will donate £3 (US$3.70) to the Earth Hour campaign.
An event will also be held at The Whisky Exchange’s Covent Garden store during Earth Hour. Major’s Reserve, 10 Year Old, 12 Year Old and 18 Year Old expressions will be served in a candlelight tutored tasting. Ticket are priced at £10.
“Whisky drinkers are well known for being a caring, sharing bunch of people and we’re sure they’ll get right behind the campaign to Dram in the Dark,” said Nick Williamson, marketing director, Campari UK.
“Those that take part will really put their nose to work. Whisky’s aroma is a big part of the overall taste, so they’ll be in for a real treat as well as doing a their bit for a very good cause.”
Sukhinder Singh, The Whisky Exchange, co-founder, added: “There is little we enjoy more than organising unique events that teach our customers about whisky in a novel way. We’ve never done anything like the Dram in the Dark tasting before, and it’ll be interesting to see how the environment affects how people appreciate Glen Grant’s whiskies.
Being able to do this while raising money for Earth Hour is a great bonus.”
Last year Singh Singh shared his expertise in the art of selling fine spirits as part of SB‘s Confessions of a Retailer series.