NEW PRODUCT FROM WHYTE & MACKAY
The iconic and proud Whyte & Mackay lions are being joined by another beautiful big cat in the form of Snow Leopard vodka, described as the world’s first ethical vodka.
The Glasgow based spirits company has entered in to a “strategic partnership” with the luxury brand to try and save the remaining 3,500 snow leopards from extinction by donating 15% of profits, from the sale of the vodka, to the Snow Leopard Trust.
Launched three years ago by founder and owner Stephen Sparrow, Snow Leopard vodka currently sells 1,000 cases a year but needs to sell nearer 100,000 cases to meet its aim of saving the beautiful, but rarely seen animals.
Commenting on the new deal, Stephen said: “I used to work as a safari guide and I am a keen conservationist, so when I decided to launch a new vodka it made perfect sense to tie in to a cause that I love, but more importantly is desperately needed. Although you rarely see these magnificent cats, the world would be a far poorer place without them.
“Over time I’ve realised that I need to think a bit bigger if I’m going to meet this objective. To date I have raised more than £15,000 for the charity, but its nowhere near enough. So it was time to get help.”
But it was Whyte & Mackay that approached Snow Leopard about a partnership after relative newcomer Nick Garland, appointed four months ago as Global Sales & Marketing Director, fell in love with the brand.
“I have long admired what Stephen has done by creating a fantastic quality product with a responsible aim behind it. I also immediately recognised there was a gap for a luxury vodka in our portfolio, and Snow Leopard fits the bill perfectly. There is obviously a serendipitous connection with the big cats, but please don’t take that as a sign we will only be working with feline brands going forward!”
Whyte & Mackay will have a financial but minority stake in Snow Leopard vodka which is made from the very rare and expensive Spelt grain, affectionately known as the “grandfather” of all grains, which is grown without using pesticide and costs five times as much as the nearest competitor grain winter wheat.
The Polish produced brand, which is also distilled 4 times, joins Whyte & Mackay’s existing vodkas which include Vladivar and Pinky.
Nick added: “In our portfolio, we already have a range of products designed to meet the needs of different drinkers and occasions such as Whyte & Mackay, Isle of Jura, The Dalmore, Glayva, Vladivar and Pinky. Snow Leopard adds yet another winning brand to that successful mix.”
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