The number of users online has drastically increased due to the social distancing regulations – online sales are up; new online stores are open; Netflix subscriptions have increased and Zoom calls are now the norm. To adjust for this change in consumer behaviour, social media and, more specifically, the alcohol industry have pivoted to create new experiences for South Africans looking for something fun to do while staying at home. This includes creating new drink options, DIY cocktail kits and many recipes and discussions about banana bread however “new” is becoming “old” very quickly.
To tackle boredom and provide longer-lasting fun, Smiths™ will be connecting South Africans through a social media gin-recipe journey happening over the course of the next few weeks. The recipes collected will then be published and all profit donated towards the hospitality bursaries of it is holding company, Bursary Spirits.
The Idea and how it works
Smiths™ have sent out two sets of the gins to South Africans to taste each, create and share their own Smiths™ gin recipe. The gins have started their journey in Pretoria and Cape Town by mom blogger, Laura-Kim Le Roux (@harassedmom) and renowned mixologist, Chantelle Horn (@cravecpt) respectively and will be travelling to approximately 120 people across South Africa.
After sharing their recipes online and on social media they will be required to nominate the next person to receive the gins, taste and share their recipe – this will continue until the gins are all finished. Once this happens, we will be publishing a book of all the recipes with proceeds going towards the bursary fund of Bursary Spirits. This is the bursary funding company that owns Smiths™ gin that aims to grow the hospitality industry by providing bursaries for talented individuals at the International Hotel School and the Cape Wine Academy.
To ensure regulations are followed, the gins will be couriered to the nominated person and delivered between Monday and Thursday each week. Follow the full journey by searching for the #Smithsrecipebook2020 hashtag on social media.
The recipe book will include:
0 Map with the two journeys
0 How Bursary Spirits fund hospitality industry bursaries
0 Bio page of all contributors
0 Recipes as per the two routes the gins followed
There will be a constant coupon available over the duration of the project for consumers to get 10% off their order off the Smiths™ Gin website which will be RECIPE10.
If you have any further questions or interview requests please contact Rachel directly at firstname.lastname@example.org and we’ll be happy to participate.