'Ginerosity' unveiled by Edinburgh distillery
A gin described as ‘the world’s first social enterprise gin’ has been launched by an Edinburgh distillery.
Pickering Gin founders Marcus Pickering and Matt Gammell have teamed up with social enterprise experts to produce the Ginerosity of spirit, the profits of which will be poured into good causes.
The duo have formed a new company, Good Spirits (Scotland) CIC, in partnership with social enterprise entrepreneur Chris Thewlis, Dave Mullen of marketing agency Story and drinks industry and export specialist David Moore.
Pickering said: “Supporting good causes is something that is very close to our hearts and something we have been involved in for many years. But for a while we have wanted to do something more formal with our gin company. Producing this unique gin is the perfect way to achieve that.
He added: “This is all about turning young people’s fortunes around and I am exceptionally proud that we are the first to do it. We want to support disadvantaged and disenfranchised young people in the UK, as well as give opportunities to young people and children in other countries.
“By bringing in Chris Thewlis, Dave Mullen and David Moore we have put together a superb team of industry leaders, experts in their field, who bring their own knowledge and skills, as well as their contacts, to make this unique project happen.”
Gammell added: We have established this company and we have created a gin that looks and tastes beautiful, and we have got a super cause to support: helping young people to build themselves a better future. Now we have just got to get this gin into the market so people can start buying up the product and help give these deserving young people a step up.”
Ginerosity has been made using responsibly sourced botanicals. Mullen said: “In the creation of Ginerosity we wanted to produce a gin that was both traditional in style while being smooth and refreshing as a gin and tonic. We have taken a range of ten botanicals from the traditional juniper, lemon, lime and Angelica to the more unusual lemon myrtle and heather to create s superb gin of real character which combines fresh citrus flavours with a gentlre modern twist.”
Thewlis said: “Ginerosity is a perfect example of a social enterprise being used to help the community, and shows how a private business, a brilliant idea and some big-hearted individuals can come together and make a meaningful difference to people’s lives.
“Social enterprise is all about profit share for good, and I'm especially delighted that we're going to be using this business model for a bespoke gin. We're not asking anyone to make a sacrifice - this is a bloody great gin! - we're just asking people to buy Ginerosity so they can make a positive difference to the public good from the profits made.”