Angel’s Envy brings back Toast the Trees campaignBy Owen Bellwood
Bacardi-owned Bourbon brand Angel’s Envy has doubled its commitment to the future of white oak trees with the reintroduction of its Toast the Trees campaign.
Returning for its fifth year, the Toast the Trees campaign will see the Bourbon producer plant one white oak tree for every photo of an Angel’s Envy drink or bottle posted to social media alongside the hashtag #ToastTheTrees.
This year, Angel’s Envy has doubled its goal from 10,000 hashtags for 10,000 white oak trees in 2017, to 20,000 hashtags for 20,000 new white oak trees planted in 2018.
Wes Henderson, co-founder and chief innovation officer at Angel’s Envy, said: “Angel’s Envy is not only committed to preserving the future of distilling, but to sustainable business practices. Through our fans’ participation in Toast the Trees, Angel’s Envy is able to plant more white oak trees than we use annually to make our barrels.
“We hope our program will inspire our fans and fellow Bourbon makers to join our efforts and help sustain a thriving white oak tree population in the US for many years to come.”
Through the Toast the Trees initiative, Angel’s Envy aims to raise awareness for the increased need for a healthy and secure white oak population as Bourbon’s popularity grows both in the US and abroad.
The trees will be planted in the early spring of 2019 in Pulaski County, Kentucky, with the Arbor Day Foundation and Green Forests Work.
Since the inception of Toast the Trees in 2014, Angel’s Envy has planted over 25,000 white oak trees in Kentucky. The maturation time of the white oak tree is 70 years, and each tree yields between one and three barrels.