Solo Coffee has created The Tipping Point to benefit drinks industry charity, The Drinks Trust
Mindful of the implications of pitching a new product to the on-trade at the moment, Solo Coffee has come up with a way of giving back.
It has created a new fundraising initiative, The Tipping Point, which will benefit drinks industry community organisation The Drinks Trust. Solo will be donating 12.5% of profits from the sale of its forthcoming new product, Solo Coffee Concentrate. It’s also encouraging other businesses to do the same, with low/no alcohol beer brand Lucky Saint already on board.
‘Launching a product in a time where many establishments are fighting for survival, it feels somewhat inappropriate to be pitching a new product to them. So, though we’re small, we have decided to help where we can,’ said Solo Coffee brand manager Chris Eyitayo. ‘The “tip” has always been a gesture that shows our support to those serving us. So let’s come together and give a tip that the industry won’t forget.’
Solo’s new coffee concentrate, a cold brew made with nothing more than coffee and water, has been developed specifically with the on-trade in mind, with the goal of making Espresso Martinis easier to produce. It’ll be launched next week, on 12 November, with 12.5% of profits going to The Drinks Trust until the end of the year. Lucky Saint, meanwhile, will be donating 12.5% of profits from the sale of their 24 packs via their website until the end of 2020. Businesses can sign up to do the same, or make a pledge.
The Drinks Trust has already helped more than 5,000 people with financial grants this year, and also offers a range of wellness services to help with sleep, mindful drinking and more.