It’s no longer enough to be environmentally sustainable. Drinks brands that want to stand out from the pack also need to do the right thing socially.
Seventy-seven percent of consumers are motivated to buy products from companies committed to making the world a better place, and 55 percent say it’s important for companies to take a stand on social and political issues. Younger generations are even more likely to favor brands that align with their values, even if they’re more expensive than the alternatives.
An increasing number of drinks brands are finding that doing good actually does help them do well. (Because in the end, we’re talking about businesses that ultimately aim to boost their bottom line).
Hood River Distillers Gives Back to Mt. Hood
Hood River Distillers was in the market for a charitable partner and eventually settled on The Freshwater Trust, an organization focused on the restoration of freshwater areas, in 2021 because of its bona fides and its connection to the brand itself.
“Hood River Distillers was founded in the shadow of Mt. Hood, and apart from being neighbors in Portland, the glacier-fed water that flows from the mountain is one of the most important ingredients in our spirits, so supporting an organization that protects water sources felt like a natural fit,” says David Ballew, president and CEO of Hood River Distillers.
So far, the distillery’s annual contribution to the Trust has added up to just shy of $100,000. The drinks brand promotes the partnership via hang tags on bottles, social media channels and at all sponsored events and activations, and while they can’t tie sales to the partnership, Ballew says that feedback from people who say the Hood River partnership helps inspire their loyalty to the brand are priceless.
“We know that consumers are paying more attention to companies that operate responsibly and give back,” Ballew says. “Concern for the environment is top of mind with most of our consumers, and regardless of whether or not it has a direct impact on our sales results, we recognize that supporting The Freshwater Trust and its mission is just the right thing to do.”
Heritage Distilling Company Supports Soldiers
Heritage Distilling Company has found that its collection of whiskeys dedicated to supporting the U.S. Special Operations Forces has resonated with the public even more than they anticipated. The drinks brand was founded in 2011 by Justin and Jennifer Stiefel and Drew and Sarah Kellerman, and the cause is especially close to Drew’s heart as a U.S. Army veteran himself.
The edition, which benefits Special Operations Salute and launched in November, sold out of its first run by the end of January. The SOS line of products teams up with a range of carefully vetted nonprofits, all of which benefit active duty military personnel, veterans, retired personnel and their families, Drew explains.
By working with multiple organizations that work to get the word out, the results are amplified.
“In the first 10 weeks of our test launch, we raised more than $50,000 for charities with the sale of just 5,000 bottles,” he says. “We know this is the tip of the spear as we watch this movement grow.”
Souleil Connects with Ocean Lovers
Everything about Souleil Wines in the South of France is engineered to attract ocean and sun-loving life enthusiasts.
“If you see our bottle on the shelves, you won’t necessarily understand what we stand for because we’re not overtly using it to drive sales,” says co-founder Marianne Fabre-Lanvin. “The growing number of consumers expecting brands to demonstrate a genuine commitment to a cause like environmental preservation may impact our sales in the long term, though, because wine lovers do appreciate our genuine approach.”
The name itself, Souleil, contains the word “soul,” which Fabre-Lanvin says serves as a mirror of the brand’s philosophy of doing good. The wines are organic, and the company has focused on supporting initiatives that promote the health of the ocean. Over the years, Souleil has worked with nonprofits like the 5 Minute Foundation (Costa Rica), CAP-Océans (France), Project Ocean Rescue (France), JBRPC in New York and, co-launching beach cleanups with friends and customers alike around the world.
“It may seem like cleanups only have a minimal impact, but by spreading awareness and education, we’ll help contribute to the larger goal and necessity of keeping our oceans and planet clean,” Fabre-Lanvin says.
Hopworks Brewery Gives Back to Mountain Lovers
Oregonians love the mountains (almost) as much as they love their beer, so a collaboration between Portland’s Hopworks Brewery and the Northwest Trail Alliance felt like kismet.
“My own love of cycling and Hopworks’ longtime reputation as a bike-friendly brewery made it an easy decision to team up with an organization working to preserve some of the best mountain biking trails in the country,” says Christian Ettinger, co-owner of Hopworks Brewery. “We collaborated with Northwest Trail Alliance [NWTA] to brew Trail Time IPA and hosted the launch party at our pub, welcoming in their members and volunteers to celebrate with us.”
Twenty-five percent of the proceeds from Trail Time IPA were donated to the NWTA, with 10 percent of sales from the kickoff party generally going toward the trails. Mountain lovers have taken note of the brand’s dedication.
“The people riding and maintaining these trails are typically younger—often young families, or people in their 20s and early 30s who choose to live here because they have easy access to outdoor activities like this,” Ettinger says. “Trail Time IPA is literally made for this community, and they choose to eat and drink at our pubs because they know we have shared values. My wife, kids and I spend our weekends volunteering and riding alongside other NWTA members, and we really appreciate their support of our business!”
Nosotros Tequila & Mezcal Is for the Trees and Birds
Nosotros Tequila & Mezcal was founded by Carlos Soto, a lifelong nature and bird lover who decided early on to offset carbon emissions from shipping by planting trees with EcoDrive, a protected plot of land in Madagascar, and making targeted donations to the Toucan Rescue Ranch on World Wildlife Day.
These drinks brand partnerships will never result in an instant sales spike, Soto says, but they do encourage loyalty to the brand from a “new generation of consumers looking for authenticity and purpose. It also helps us demonstrate what we care about and what Nosotros stands for.”
Soto notes that the partnership is important to him personally while also admittedly that it provides a public relations boost—but the biggest win for him is seeing the brand’s team members get inspired.
“The guys over at Toucan Rescue Ranch sent us a super sweet video showing all the animals that we were able to feed with our contributions, and it was such a boost for the team to see how much what they do means in so many surprising ways,” he says.
Between 100% of the proceeds from online sales going to the Toucans on World Wildlife Day and $1 per online order going to planting a tree, Nosotros has donated more than $100,000 thus far.
Breckenridge Distillery Goes to the Dogs
Colorado’s Breckenridge Distillery was founded by dog-loving Bryan Nolt, whose seven-year-old goldendoodle Landy rules the roost at home.
Breckenridge, which happens to be the world’s highest-elevation distillery, created Breckenridge Powder Hound Whiskey to honor the mountain dogs and heroes who define life and fun in Colorado. For every bottle sold, the drinks brand donates $5 to the Summit County Animal Shelter, Colorado Rapid Avalanche Deployment and The Rescue 4 PTSD.
“Powder Hound allows us to connect with not only whiskey fans but also animal lovers and those who value giving back to their community,” explains Jessie Unruh, marketing director at the distillery. “Being in the heart of a mountain town, dogs are a huge part of our community and our favorite activities. Powder Hound Whiskey is a tribute to the lifeblood of our community, powder days on the ski resort and in the backcountry and to our love for dogs.”
Lawson’s Finest Invites More People to the Table
Lawson’s Finest Liquids in Waitsfield, Vermont, wants to bring more people to the table. Since 2018, Lawson’s has donated more than $2 million to nonprofit organizations promoting sustainable recreation, mental health support, BIPOC community development, senior services and more.
Last year, Lawson’s launched several initiatives for its Social Impact Program, including Good Brews for a Cause, with a portion of beer sales going to causes that benefit different local organizations, from the Kingdom Trails Association to the Vermont Center for Ecostudies. The drinks brand also sponsored the Change in the Air Festival, where they introduced a collaborative brew made with the New England Brewing Company, specifically designed to entice non-beer drinkers.
“The style of our Change in the Air collaboration beer (tropical lager with mango) was extremely popular and seemed to really intrigue and delight a demographic of folks newer to beer-drinking, bringing them over to our table to try this beer and subsequently learn more about our brewery and explore our other offerings,” says Lawson’s social impact program manager Carra Cheslin. “The beer was a big favorite at the event, and we had many event attendees return to our table for multiple pours.”
Great drinks are tasty in and of themselves. But when paired with a cause that speaks to your heart and soul? That’ll prime your palate for seconds.