Convite is releasing ‘Una,’ a pink-tinted mezcal that honors Breast Cancer Awareness Month. Hotaling & Co., the primary investor and importer of the agave spirit, will donate 10% of each bottle of ‘Una' imported into the United States to Fundación de Cáncer de Mama, a Mexican breast cancer charity.
The desire to support the indigenous communities where Convite produces its mezcal served as the inspiration for Una. The purpose of Convite’s ‘Una' is to educate women about the value of routine breast cancer screenings. The mezcal is available at bars, restaurants, and retail locations across the US.
“Breast cancer is a disease that has a profound impact on women and families across Mexico. In recognition of Breast Cancer Awareness Month, the team at Hotaling & Co. is honored to launch Convite Una’ and support the important work of early detection and treatment provided by FUCAM,” said Brian Radics, Chief Marketing Officer, Hotaling & Co.
Image Credit: Convite
What Makes This Trend Stand Out
- Breast Cancer Awareness Mezcals
- Creating specialty drinks for social causes can resonate with a socially conscious consumer base.
- Charitable Alcohol Donations
- Leveraging charitable organizations in the marketing of a product can increase its attractiveness to consumers while providing a philanthropic experience.
- Cause-related Marketing Campaigns
- Marketers can take advantage of national and international causes in order to motivate sales and encourage outreach.
Sectors Adopting This
- Alcohol
- Alcohol companies can collaborate with charitable organizations to utilize a pre-existing network and increase donations while marketing their product.
- Healthcare
- Healthcare providers can work with philanthropic supporters to develop awareness campaigns for routine health screenings.
- Nonprofit
- Non-profit organizations can increase awareness and outreach by partnering with companies that have a consumer-based audience.
