Martin Miller’s campaign supports bees
Zamora Company-owned Martin Miller’s Gin is marking World Bee Day on 20 May with a week-long initiative in the UK on-trade.
During World Bee Week (16-23 May), Martin Miller’s will collaborate with bars and restaurants across London, Manchester and Edinburgh to offer branded cocktail kits from local honey producers.
Participating companies include Bermondsey Street Bees, Edinburgh Honey Co and Manchester & District Beekeepers Association.
Bars that are confirmed to take part include London venues Duchess of Dalston in Shoreditch, Callooh Callay in Chelsea, and Murder Inc in Soho; Head & Tails in Edinburgh; and Mecanica, Schofields Bar and 10 Tib Lane in Manchester.
Each kit will come with a leaflet and complimentary thyme seeds for customers to plant at home. This will allow consumers to create their own bee community as thyme seeds are known to attract bees.
The Bee’s Knees initiative will also see the brand team up with Pollinating London Together, a community of experts who share knowledge on pollination and curate partnerships to help support natural pollinators.
Martin Miller’s uses thyme as one of the key ingredients in its Summerful gin, which blends the brand’s flagship variant with citrus and juniper. The brand released a new batch of the seasonal expression on 21 April, the first day of summer in Iceland.
Kirsty Loftus, who heads up Martin Miller’s Gin in the UK, said: “We had an incredible response to this campaign last year and we’re thrilled to be taking this initiative around the country – and for longer.
“The humble thyme is the magic ingredient for both our Summerful gin and in the mission to save our bees. Our honey partners could not be more aligned with Martin Miller’s Gin in both its quest for high quality and perfection, but also for their sustainability values.”
At the centre of the campaign is the Bee’s Knees cocktail, made of gin, honey and lemon.
The serve combines 50ml of Martin Miller’s Summerful, 25ml of fresh lemon juice and 20ml Bermondsey Street Bees Exmoor Honey, shaken together and strained into a glass.