Vodka brand Ketel One is partnering with a food bank organisation in Canada, linking its sales in parts of the country to a donation pledge.
Ketel One, which is handled by Diageo through a joint-venture with brand owner the Nolet family, will donate “the equivalent of one meal” to Food Banks Canada per bottle purchased in four of the country’s ten provinces. The programme, operating in British Columbia, Manitoba, Ontario and Quebec, debuted in April for three months and will return from October to December.
The brand has pledged a minimum of 300,000 meal equivalents over the course of the activation.
The Diageo/Nolet JV, which applies worldwide, commenced 14 years ago and runs in perpetuity.
Also in Canada this week, Keurig Dr Pepper secured the global rights to the Atypique alcohol-free RTD portfolio.
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