TV presenters and naturalists, Chris Packham and Michaela Strachan, have teamed up with cider brand Old Mout to produce an online TV show highlighting the plight of the kiwi, New Zealand’s endangered national bird.
The Kiwi Wild Show, available to view on YouTube, is part of a major campaign for the Heineken-owned brand, which will see a third of the profit from every bottle of Old Mout sold in the on-trade donated to ‘Kiwis for kiwi’, a conservation charity which is committed to creating a safe habitat for the birds to live in.
In addition, one thousand pubs across the UK will be provided with new promotional kits that include T-shirts, point of sale materials and coasters.
The efforts come after recent statistics revealed the population of the flightless bird, which features on Old Mout’s packaging, has declined by 99% in the past 80 years, with only 50,000 left remaining in the world.
Emma Sherwood-Smith, cider director at Heineken, said: “We have a chance to make a difference and we’re trying to bring this issue to the forefront of people’s minds here in the UK.”