A brand-new campaign has been launched to support the British brewing, distilling and winemaking sectors. Triggered by news of the industry facing difficulties following the closure of pubs, bars and restaurants during the coronavirus pandemic, the #RaiseAGlass campaign has been created to encourage UK drinkers to make local choices and discover the unique gems on their doorstep.
With the hospitality sector’s temporary closure accounting for just under half of typical UK drinks sales*, British producers have faced a surplus of stock levels with limited channels for purchasing.
However, with the innovation of the Great British drinks industry knowing no bounds, many breweries, distilleries and vineyards have taken to social media to offer customers new and safe ways to purchase their products – from online home deliveries to socially-distant pick up services.
It was this innovation which led Jim Rankin – Commercial Director and Co-Owner of cork and closures manufacturer Rankin Brothers & Sons and fierce and passionate supporter of the British drinks industry – to find ways to further help these businesses. Looking to raise awareness and celebrate the wealth of unique local tastes and flavours available to British consumers, the #RaiseAGlass campaign was born.
“We are incredibly lucky in UK and Ireland to have access to such a brilliant range of drinks on our doorstep,” says Jim. “At times like these, we are undoubtedly strongest when we work together. Supporting local businesses where we can is so incredibly important – for those who are able to, it would be wonderful to see people make the choice to spend mindfully and spend locally when it comes to choosing what to kick back with on a Friday night!”
As a celebration of our producers, the campaign will run on social media, encouraging businesses to highlight the easy ways to buy their products, and consumers to share which locally-produced drinks they are enjoying over the weekend. All instilling a sense of modest pride and utmost community spirit in raising a glass to our local producers.
For more information on how to get involved in the campaign, including bespoke visuals and social media guides, visit www.rankincork.co.uk/raise-a-glass.
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*The WSTA 2016 Market Overview with data from IWSR revealed that £10.6bn of £21.7bn of sales in the UK wine and spirit industry was on trade. Source: https://www.wsta.co.uk/facts-figures