The Botanist Gin Shows Supportive Message to Restaurant Industry In Upcoming Super Bowl Ad
The Botanist Islay Dry Gin recently introduced its first-ever television commercial, “The Spirit of Community,” debuting at the Super Bowl, to drive awareness for local bars and restaurants who continue to be impacted by the COVID-19 pandemic.
In partnership with the Independent Restaurant Coalition (IRC), the campaign urges all Americans to take action to help the IRC in its efforts to refill the Restaurant Revitalization Fund (RRF) and promote positive change for the industry.
The Botanist hails from Bruichladdich Distillery on the Scottish Isle of Islay. The distillery believes in using business as a force for good, putting people and purpose in line with profit. The Botanist’s ongoing partnership with the IRC is rooted in its people-centric values, with the goal of “The Spirit of Community” campaign to raise awareness of the critical support still needed for the 500,000 independent restaurants and bars that remain at risk of closure — 90,000 of which initially closed during the first year of the pandemic.
Through the campaign, The Botanist and the IRC are mobilizing Americans to show support for the bar and restaurant community in this continued time of hardship.
“Local bars and restaurants across the U.S. have been supporting The Botanist since our first distillation on Islay over a decade ago,” said Ian McLernon, President and CEO at Rémy Cointreau Americas. “Thus it was natural for The Botanist, a brand that is an integral part of the community on the island of Islay, to leverage our first-ever TV commercial to help support the community of hospitality staff working at local bars and restaurants across the U.S. during their time of need. Now more than ever, we must do what we can to save the establishments we know and love. “
The Botanist’s 30-second spot will urge Americans to take action and support their favorite local bars and restaurants. Created by documentary film production company Blacksmith & Jones, the commercial features real-life bar and restaurant staff, amplifying the continued need for support and encouraging viewers to get involved.
“Local bars and restaurants are the fabric of our communities across the country. These beloved establishments are still facing potentially insurmountable hardships,” said Tom Colicchio, Founding Member of the Independent Restaurant Coalition. “Our industry is on life support right now, and the only way to avoid massive closures is for swift action to be taken by our elected officials.”
“Hospitality is at the heart of every independent restaurant and bar,” added Erika Polmar, Executive Director of the Independent Restaurant Coalition. “While you will surely be welcomed with a warm smile as you’re seated in your favorite corner booth, beneath the surface restaurant owners continue to struggle with nearly two years of losses and little financial assistance. Hundreds of thousands of restaurants are at risk of closing permanently, threatening widespread job loss, a massive supply chain disruption, the loss of community gathering spots, and the destruction of family-owned businesses.”
The Botanist’s “The Spirit of Community” creative will air in 17 markets nationwide,, including New York, San Francisco, Los Angeles, Austin, Chicago, and Miami, as well as digitally across YouTube, Facebook, Instagram and Twitter.
