The new initiative asks Instagram users to get involved in the Instagram campaign, as well as Cointreau donating an initial £30,000 to the drinks industry charity
Running until the end of June 2020, the fundraiser asks fans on the social media channel to virtually pass an orange on to the friends they want to share a drink with soon, as well as tagging their favourite bar. Cointreau will donate £1 per story to The Drinks Trust to support the drinks community throughout the coronavirus crisis.
All those wanting to participate need to do is make sure each post or story includes @Cointreau and #CointreauGratitude. The liqueur company will also be matching any voluntary donations made to the initiative's JustGiving page.
'We would like to encourage the community to reach out to their favourite bars and loved ones with this campaign, to help raise awareness and to support the drinks industry community due to the impacts covid-19 is having on the industry,' said a Cointreau representative. 'We decided to use an orange as our symbol of choice for this initiative, due to the orange being part of Cointreau's DNA as well as it being a representation of gratitude, which fit perfectly with our fundraising campaign, #CointreauGratitude.'
See how people are already getting involved via the brand's Instagram page.