Stoli Group has launched an on-trade sustainability campaign in partnership with London cocktail bar Murder Inc.
The sustainability initiative, which is based around three pillars: Where they source ingredients, how they work with the ingredients and re-thinking waste, are part of the spirits and wine company’s plan to make “small but meaningful changes”.
The partnership with Murder Inc has led to the development of a new menu for the venue which focuses around each of Stoli’s aforementioned sustainability pillars.
For the ‘where’ pillar, the team have created a drink that uses Peruvian Black Mint that is sustainably grown by Harvest London, a vertical farm in Leyton. Harvest London uses hydroponics and LED lighting to grow herbs locally, saving on food miles. These farming methods also use 95% less water, zero pesticides and use 100% renewable energy.
“Thinking about ‘how’ we work with ingredients can cover anything from the energy used to prepare or store ingredients to the processes the ingredient goes through to extract flavour,” said the drinks giant in a statement, highlighting that for the second pillar, the Murder Inc team took the citrus husks left over from juicing and infused them with Stoli Lime to extract the bitterness from the pith alongside the oils from the skins. This is then combined with a bitter tea syrup to create the ‘No Waste Negroni’.
In an effort to re-think ‘waste’ as per the third pillar, the venue is set to repurpose empty Stoli bottles left after service in the bar. Partnering with Wax/Wine based in East London, the Stoli bottles will be cut down into rocks glasses to be used back in the bar.
Stephanie Chassing-Chandok, Europe marketing lead of Stoli Group said: “As Stoli begins its journey to becoming a more sustainable brand, we are delighted to be working with our on-trade partners to encourage them to make small but meaningful changes, to have a genuine impact in the industry.”
The new sustainable drinks menu will be available in Murder Inc on Hanway Street in London for the month and each drink will cost £10.
