London Essence Company asks drinkers to donate to The Drinks Trust - and pledges £10,000 itself

Robyn Black

Robyn Black

06 May 2020

The mixer brand is asking people to give £10 to the charity in a new ‘Cheers to You’ campaign, fronted by First Dates bartender Merlin Griffiths

The company has kicked off the fundraiser with a £10,000 pledge and is also promising to contribute 10% of its Whisky Exchange sales from now until July. It will also be giving those who donate the chance to win a year’s supply of London Essence.

‘This campaign comes as figures show that 10% of industry professionals are now left out of work due to covid-19, with a forecast of one million jobs at risk if the current climate continues,’ said Ounal Bailey, of The London Essence Company.

‘As we all face such challenging times, it has never been more important to work together to support our community and the industries that are currently at risk.’

The partnership with Merlin Griffiths follows research by the brand that suggests 43% of UK drinkers miss the sense of occasion of visiting a bar, with nearly half (49%) saying they’re more appreciative of the skills of bartenders, chefs and baristas than ever before, and that their drinks never look or taste as good.

Griffiths will therefore be sharing pro tips and insider tricks live on Instagram and Facebook from today (Wednesday 6 May) in a series to help people make good drinks at home, as part of the campaign.

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