As bartenders across the country continue to struggle due to COVID-19 closures, organizations are stepping up to the plate to ensure that hospitality workers are given the help they need.One such organization is whiskey manufacturer Rabbit Hole, who just announced their partnership with New Orleans-based Tales of the Cocktail Foundation, a leading non-profit organization in spirits education, in order to help support the American bartending community.The partnership has launched their #2DreamInside Campaign, with an initial pledge of $50,000 and up to an additional $150,000 in support of the foundation's initiatives. Additionally, Rabbit Hole has pledged $2 for every social media post that shares the #2DreamInside hashtag.
Founded in 2012 by whiskey-maker Kaveh Zamanian, Rabbit Hole prides itself on its innovative and dynamic approach to whiskey-making. This new campaign is directly reflective of Zamanian's own story, as he left his successful career as a psychologist to pursue his lifelong passion of spirits and to create his own whiskey company. The #2DreamInside Campaign follows this inspirational message by encouraging bartenders, cocktail professionals, and cocktail-lovers to think about how their lives might look in better days and how they might be able to help others in the process.
"Ironically, crisis forces clarity, and with COVID, there is an opportunity to help others look inside to find their dream," said Zamanian. "So, we've partnered with the Tales of the Cocktail Foundation to launch the #2DreamInside campaign. We hope that this campaign encourages folks to take time, look inside, share their dreams, and pursue their true calling."
Proceeds from the campaign will primarily help aid the various health and wellness initiatives supported by the Tales of the Cocktail Foundation. These include Full Hands In/Full Hands Out, a weekly webinar series that brings leaders in the world of spirits together to discuss the biggest topics of the spirits community, and Beyond the Bar, an initiative to advocate for health and well-being within the global drinks industry. Additionally, the campaign will also include positive original content from Rabbit Hole and the Tales of the Cocktail Foundation, including livestream video interviews with Kaveh and the Tales of the Cocktail Foundation, bartender challenges, livestream mixology classes, 360-degree virtual tours of the Rabbit Hole Distillery, virtual Happy Hours, and virtual tastings with chefs.
"We are honored to partner with Kaveh and the Rabbit Hole team to provide meaningful COVID-19 relief efforts to bartenders in our network during these challenging times," said Caroline Rosen, president of the Tales of the Cocktail Foundation. "We are immensely grateful to establish a long-term partnership that will allow us to keep our bar industry connected while furthering our mission to educate, advance, and support this global community."
Although based in Kentucky, Rabbit Hole has made its way to the Big Easy as part of the brand's national distribution drive. For folks looking to check out the brand's popular spirits, keep your eyes peeled for their new London Dry Gin that launched earlier this month. Aged and finished in the brand's "Boxergrail" Kentucky straight rye whiskey barrels, this new gin is, Zamarian says, "a spirit that celebrates the opulence of traditional English gin and the enduring charm of Kentucky rye."