Called 'Cheers to You', the campaign aims to encourage consumers to support the drinks industry by donating £10 to The Drinks Trust Wellbeing Initiative by texting ‘CHEERS2U’ to 70212.
London Essence has kickstarted fundraising efforts by pledging £10,000 to the initiative, which supports industry professionals to live healthy lives via counselling and other therapies.
It will also be donating 10% of its Whisky Exchange sales to the cause until the beginning of July.
“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,” says Ounal Bailey of The London Essence Company.
“Cheers to You encourages consumers and bartenders to contribute to an important support scheme for drinks industry professionals, and Merlin’s tips will help to upskill those at home to create an exquisite drinking experience, while they wait to get their hands on the real deal at their favourite bar once it’s reopened.”
London Essence also says it is working with TV bartender and pub-owner Merlin Griffiths to create a content series of pro insider tips and tricks for consumers looking to elevate their drinking experience at home during the lockdown.