Diageo has pledged to donate 10% of profits from new drinks brand Reeftip Drinks Co. to the Coral Nurture Program, helping the growth of new coral in the Great Barrier Reef.
“Consumers around the world are becoming increasingly aware of the environment they live in, and they’re passionate about brands that give back and make a positive contribution. That’s what Reeftip is about – it’s helping scientists and those who live and work on the reef build its long-term resilience. We’re incredibly fortunate to have the world’s largest coral reef ecosystem on our doorstep, and we all want to see it preserved,” said Angus McPherson, Managing Director of Diageo Australia.
Reeftip is being launched in Australia this October with a premixed spiced rum range, including favours mango and coconut, ginger and lime and pineapple and lime.
The Coral Nurture Program, which will receive 10% of Reeftip profits, uses scientific methods of coral propagation and planting in order to build up the resilience of the Great Barrier Reef and boost coral abundance along tourist sites.
Financial support from the donation will support scientific research underpinning fieldwork on the reef and significantly accelerate the regeneration work currently being undertaken.
David Suggett is a professor at University of Technology Sydney (UTS) and Coral Nurture Program’s co-founder. He said of Reeftip’s financial support: “It’s not just scientists that can be part of positive change.
With the support of Reeftip Drinks Co, we’ll be able to help more people play a part in securing a better future for Australia’s reefs. It’s easy to feel overwhelmed in the face of environmental change. The Coral Nurture Program has shown us that if we work together and create communities committed to action, we can bring about real and lasting change – including a more sustainable experience of the reef.”
Diageo and Reeftip Drinks Co. are not the only players in the drinks game to be making a positive environmental change. Jackson Family Wines has recently initiated a 10-year climate plan. read more on that here.
