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Elephant Gin launches on-trade campaign
London and Berlin-based Elephant Gin has teamed up with more than 100 bars across five countries to raise funds for elephant conservation in Africa.
Marking the brand’s largest on-trade activation to date, the Wildlife Warrior campaign will see each participating bar create a bespoke Elephant Gin menu for a three-month period, running from 12 July-12 October.
For every Elephant Gin cocktail sold, a donation from each bar will be made to the Elephant Gin Foundation, which will distribute the funds to Big Life Foundation.
The bar that donates the most at the end of the promotional period will win a trip to Africa.
The brand said the aim of the campaign was to raise awareness of the threat to African elephants and to ‘mobilise financial support for the protection of these majestic animals’.
With every cocktail ordered, guests can ‘actively contribute to elephant conservation while enjoying a skilfully prepared cocktail’.
As an additional incentive, there is an Elephant Gin scratch card for every cocktail ordered with various winning opportunities for consumers such as personalised gin bottles and trips to the brand’s newly opening distillery near Hamburg, Germany.
The Wildlife Warrior campaign will be promoted via Elephant Gin’s social media accounts and within the participating bars throughout the activation period.
UK bars that have so far signed up to participate include Farzi Café, Thin White Duke, The Rosewood Holborn Dining Rooms, Fam Bar, Bottle and Rye, and Henson’s Bar.
All participating bars worldwide are displayed via an interactive map at www.elephant-gin.com/wildlifewarrior.
The cocktails from all participating bars will also be presented on the brand’s Instagram account at the end of the campaign, where followers, friends, and supporters will be able to vote for their favourite cocktails.
The bars with the most votes will win an invitation to the Elephant Gin distillery.
Since it was founded in 2013, the brand has raised more than €1 million (US$1.12m) for elephant conservation by donating 15% of bottle profits to carefully selected African conservation partners to preserve this wildlife for future generations.
Earlier this year, we spoke to founders Tessa and Robin Gerlach about how they combined their love of conservation with a passion for distilling.