Rabbit Hole teams up with TOTC to support on-trade
Kentucky distillery Rabbit Hole has kicked off its #2DreamInside initiative by donating US$50,000 to help bartenders during the covid-19 crisis in partnership with the Tales of the Cocktail Foundation.
The long-term partnership will help provide immediate financial relief to the bar industry. The contribution will benefit bartenders in the Tales of the Cocktail (TOTC) network.
Pernod Ricard-backed Rabbit Hole will also give an additional US$2 for every social media post that shares the #2DreamInside hashtag, committing up to an additional US$150,000 to support on-trade workers through the foundation’s initiatives.
The new #2DreamInside campaign was inspired by Rabbit Hole CEO and founder Kaveh Zamanian, a former psychologist who quit his job to start a spirits company.
“Rabbit Hole started as a dream, the craziest thing I’ve ever done, but now, I’m doing what I love and every day I hope to inspire others to do the same,” said Zamanian. “Ironically, crisis forces clarity and with covid there is an opportunity to help others look inside to find their dream.
“So, we’ve partnered with the Tales of the Cocktail Foundation to launch the #2DreamInside campaign. We hope that this campaign encourages folks to take time, look inside, share their dreams and pursue their true calling.”
#2DreamInside encourages people to “pause during these turbulent times, reflect on how their lives can look in better days ahead and help others in the process”.
Earlier this week, Tales of the Cocktail altered plans for its 2020 festival in New Orleans due to the covid-19 crisis and revealed its intentions to host a series of programmes in a digital format.
Proceeds from the #2DreamInside campaign will be used to help fund Tales of the Cocktail Foundation’s health and wellness workshops.
The programmes include Full Hands In, Full Hands Out, a weekly webinar series bringing leaders in the drinks industry together to discuss topics affecting the community, and Beyond the Bar, which launched in 2017 to support and empower action to improve health and wellbeing within the global drinks sector.
“We are honoured to partner with Kaveh and the Rabbit Hole team to provide meaningful covid-19 relief efforts to bartenders in our network during these challenging times,” said Caroline Rosen, president of Tales of the Cocktail Foundation.
“We are immensely grateful to establish a long-term partnership that will allow us to keep our bar industry connected while furthering our mission to educate, advance and support this global community.”
Through the #2DreamInside campaign, Rabbit Hole and Tales of the Cocktail Foundation will develop “uplifting” content to connect bartenders and drinks enthusiasts while social distancing.
Content will include live-streamed video interviews with Zamanian and Tales of the Cocktail Foundation, bartender challenges and mixology classes, virtual tours of the Rabbit Hole Distillery, virtual happy hours and virtual tastings with chefs.