Liqueur brand aims to clean up

COFFEE liqueur brand Kahlúa recently sponsored a nationwide fundraising campaign to help bring clean water to coffee-growing communities.

• Full of beans: the Espresso Martini.

In support of UK Coffee Week, which took place last month, Ricard-owned Kahlúa donated 10p from every Espresso Martini sold through participating venues to Project Waterfall – an initiative dedicated to bringing clean water facilities to coffee-growing communities.

Adam Boita, head of marketing at Pernod Ricard UK, said the initiative “allows us to show our appreciation and give back to the coffee-growing communities which help to make Kahlúa what it is today”.

“It can take up to six years to get the perfect coffee beans for our liqueur, that’s a lot of hard work and devotion from our growers in Veracruz,” he said.

On the back of the scheme, the drinks company is encouraging bartenders to continue to promote the Espresso Martini, which it said is the ninth best-selling cocktail in the on-trade.

Boita said the on-trade can tap into this “growing category opportunity”. “46% of consumers are drinking coffee-flavoured cocktails and the Espresso Martini is rapidly increasing in popularity as one of the top five rising cocktails,” he added.