Absolut launches on-trade sustainability initiative at Athens Bar Show

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Absolut has launched an initiative called The Green Hustle to rally bartenders and other members of the on-trade to prioritise environmentally sustainable practices in the industry.

The vodka brand kicked off the campaign yesterday at the Athens Bar Show, hosting a series of seminars and workshops on topics such as reusing ingredients, foraging and urban gardening. Among the speakers were the team behind anti-waste pop-up Trash Tiki and bartender Hampus Thunholm. Absolut brand ambassador Rico Dynan and marketing manager Bex Almqvist also led a session on the vodka’s production, as the brand claims it has ‘the most energy efficient distillery in the world’.

The Hustle Buggy in action

Before the show, Absolut sent a vehicle dubbed ‘the Hustle Buggy’ to collect discarded citrus fruits from various bars throughout the city for use in demonstrations and drinks.

These events are precursors to the launch of The Green Hustle digital platform, an ‘open-source online resource and forum’ with recipes, tips, downloadable assets and profiles of sustainable bars. The full website will go live next week.

‘The Green Hustle is all about inspiring bartenders to get involved in applying easily implementable hacks within their bars that are both beneficial to the environment, our industry and their bottom line,’ commented Almqvist.

‘The programme is fun and engaging because it was created by bartenders for bartenders with the objective of instigating change. Sustainability can be an overwhelming topic, but we hope The Green Hustle will make it less daunting and more accessible for everyone.’

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