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Sober October campaign names headline partner

Alcohol-free ready-to-drink (RTD) brand Mocktails will be the headline partner of Macmillan’s Sober October campaign.

Mocktails’ non-alcoholic cocktails are presented in nitro-charged cans

Mocktails has committed to supporting the fundraising campaign with a minimum donation of £150,000 (US$182,658) over the two-year partnership. There is no cap on the final donation amount.

The annual campaign aims to challenge social drinkers to change their habits for a month.

Mocktails will be donating £1 (US$1.22) per case of its drinks sold in September and October through any outlet, including its website, Amazon, Selfridges and WH Smith, and approximately 400 hospitality sites. Operators using Heineken Distribution will also be able to list Mocktails as part of its ongoing relationship with the brand.

Mocktails founder and CEO Bill Gamelli said: “Mocktails is thrilled to be working with Macmillan on the Sober October challenge for 2022 and 2023. It’s a fantastic campaign that raises an incredible amount of money helping the charity continue to support people living with cancer.

“Our range of uniquely crafted Mocktails redefines what an inclusive adult non-alcoholic drinking experience can be, so we hope that those taking part in Sober October will enjoy our drinks whilst supporting a really important cause.”

Founded in 2018, Mocktails offers five non-alcoholic RTD cocktails, each presented in 200ml bottles and 200ml ‘nitro-charged’ cans. The line-up consists of a Mockarita, Mockapolotan, Mockscow Mule, Sansgria and Espresso Martini. They are all 100% natural, sustainable and use ethically sourced ingredients.

Becky Ettinger, head of corporate partnerships development for Macmillan, commented: “We are really excited to have Mocktails sponsoring Sober October for 2022 and 2023. It is the perfect partner, offering a great option for those giving up alcohol or looking for a tasty alcohol-free alternative.

“At Macmillan, we rely almost entirely on donations from the public and passionate partners like Mocktails, and we are extremely grateful for their support. All of the money raised this year will only help us continue to be there for the millions of people living with cancer in the UK.”

In other sponsorship news, in June Amber Beverage Group (ABG) announced its sponsorship of the Ukrainian men’s national basketball team.

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