SHOP412 X LAWRENCEVILLE DISTILLING

GIN GIMLET INITIATIVE FOR NIGHTLIFE SUPPORT

 

In an impactful response to the COVID-19 crisis, Creatives Drink joined forces with Shop412, Lawrenceville Distilling, and Market Street Grocery to craft an exclusive 12-ounce Gin Gimlet. This collaboration aimed to support Night Life Line, a vital crisis relief organization dedicated to aiding hospitality and nightlife workers affected by the pandemic in Pittsburgh.

OBJECTIVES

  • To offer tangible support to Pittsburgh’s hospitality and nightlife workers through proceeds from Gin Gimlet sales.

  • To highlight the resilience and solidarity within Pittsburgh's food, beverage, and entertainment industries.

COLLABORATIVE STRATEGY

Product Development:

Leveraged the expertise of Lawrenceville Distilling to create a unique Gin Gimlet, encapsulating the spirit of community support.

Sales and Promotion:

  • Marketed and sold the Gin Gimlet cans exclusively at Market Street Grocery, located at 435 Market St., Downtown, for $10 each, ensuring visibility and accessibility.

    Community Engagement:

    Launched the Gin Gimlet at SHOP412 on 4/12/20. Engaged the community through a unified message of support, utilizing social media platforms and local networks to drive awareness and sales.

EXECUTION

The Gin Gimlet cans were launched with an in-store promotion at Market Street Grocery, supported by a comprehensive marketing campaign that spanned across social media, leveraging the networks of all partners involved. The campaign focused on the message of raising a beverage to support local workers, emphasizing the collaborative effort behind the initiative.

IMPACT

  • Successfully raised significant funds for Night Life Line, directly benefiting Pittsburgh’s food, beverage, and entertainment industries' workers.

  • Enhanced community awareness about the challenges faced by hospitality and nightlife workers during the pandemic.

  • Fostered a sense of community solidarity, showcasing how collaboration can lead to meaningful support during times of crisis.

  • CONCLUSION

    The Gin Gimlet initiative stands as a testament to the power of community-driven collaboration, underscoring Creatives Drink, Shop412, Lawrenceville Distilling, and Market Street Grocery's commitment to supporting those in need. Through this project, proceeds were directed to Night Life Line, benefiting those in Pittsburgh's hospitality and nightlife sectors, demonstrating the industry's resilience and the community's unwavering support.