This type of marketing, commonly known as cause marketing, has become commonplace in recent years. We recently told you about Amazon Smile and you have likely seen Starbucks’ new campaign touting that a donation to the Oprah Winfrey Leadership Academy Foundation will be made with the sale of each Teavana® Oprah Chai product.
But organizers of Negroni Week are trying to put a new twist on cause marketing. The campaign, “a drink for your cause,” asks bars and restaurants to donate a portion of the proceeds from their sales of all Negronis to charities of their choice. One of the organizers, Campari America, the seller of Campari liqueur, a key ingredient for Negronis, will also donate $10,000 to the charity chosen by the bar or restaurant that raises the most money.
Bars and restaurants across the country are participating. Find one near you and check out the charity that your drinking will help support.
Notwithstanding, would your charity accept a donation from an alcoholic beverage company or a bar? Does your answer depend on the mission of the charity? Think Alcoholics Anonymous for example.