Elephant Gin's New Negroni Product Supports Elephant Conservation
Niko Pajkovic — October 5, 2022 — Social Good
References: elephant-gin & thespiritsbusiness
Boutique spirit brand Elephant Gin has announced the launch of its first-ever ready-to-drink product, a bottled Negroni cocktail designed to be poured over ice. According to the brand, 15% of the sales of the new RTD offering will go towards elephant conservation in Africa.
The RTD Negroni contains a 28% ABV and features a simple blend of Elephant Aged Gin, vermouth, and bitters, the latter of which combines sweet and bitter wormwood flavors. The new product was initially intended to be launched during international Negorini Week in September but was postponed following the Queen's death on September 8.
“The ready-to-drink trend is here to stay. Consumers like it simple, but at the same time insist on high quality. With our new Negroni, we serve these demands and can offer existing and new customers a high-quality ready-to-drink cocktail experience using the best possible ingredients without any artificial additives," said Tessa Gerlach, co-founder of Elephant Gin.
Image Credit: Elephant Gin
The RTD Negroni contains a 28% ABV and features a simple blend of Elephant Aged Gin, vermouth, and bitters, the latter of which combines sweet and bitter wormwood flavors. The new product was initially intended to be launched during international Negorini Week in September but was postponed following the Queen's death on September 8.
“The ready-to-drink trend is here to stay. Consumers like it simple, but at the same time insist on high quality. With our new Negroni, we serve these demands and can offer existing and new customers a high-quality ready-to-drink cocktail experience using the best possible ingredients without any artificial additives," said Tessa Gerlach, co-founder of Elephant Gin.
Image Credit: Elephant Gin
Trend Themes
1. Ready-to-drink Cocktails - The trend of ready-to-drink cocktails continues to grow, providing opportunities for new product development and innovation in packaging and distribution.
2. Socially Conscious Alcohol - Consumers are increasingly drawn to alcohol products that support a cause, creating opportunities for brands to differentiate themselves and align with organizations that align with their values.
3. Sustainable Packaging - As more consumers prioritize sustainability, there is a growing trend towards more eco-friendly packaging options for ready-to-drink cocktails and other beverages, presenting opportunities for packaging companies to develop innovative solutions.
Industry Implications
1. Alcohol - The alcohol industry can continue to innovate with ready-to-drink cocktails that offer new flavors, ingredients, and sustainable packaging options while aligning with social causes.
2. Conservation - Non-profits and conservation organizations can partner with alcohol brands to create unique fundraising opportunities through the creation of products like Elephant Gin's RTD Negroni which gives 15% of sales to elephant conservation in Africa.
3. Packaging - The packaging industry can develop new, sustainable methods of packaging ready-to-drink cocktails that offer convenience while minimizing waste.
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