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Whyte & Mackay hopes to save the remaining 3,500 snow leopards in existence from extinction through its new strategic partnership with Snow Leopard vodka |
UK. The Glasgow-based spirits brand Whyte & Mackay has entered into what it calls a “strategic partnership” with the luxury brand Snow Leopard vodka.
By donating 15% of profits from the sale of the vodka to the Snow Leopard Trust, Whyte & Mackay hopes to save the remaining 3,500 snow leopards from extinction.
Launched three years ago by Founder and Owner Stephen Sparrow, Snow Leopard vodka currently sells 1,000 cases a year but needs to sell nearer 100,000 cases to meet its aim of saving the rarely seen animals.
Commenting on the new deal, Sparrow said: “I used to work as a safari guide and I am a keen conservationist, so when I decided to launch a new vodka it made perfect sense to tie in to a cause that I love, but more importantly is desperately needed. Although you rarely see these magnificent cats, the world would be a far poorer place without them.
“Over time I’ve realised that I need to think a bit bigger if I’m going to meet this objective. To date I have raised more than £15,000 for the charity, but it’s nowhere near enough. So it was time to get help,” Sparrow added.
Whyte & Mackay approached Snow Leopard about a partnership after Nick Garland, appointed four months ago as Global Sales & Marketing Director, discovered the brand and its aims.
“I have long admired what Stephen has done by creating a fantastic quality product with a responsible aim behind it. I also immediately recognised there was a gap for a luxury vodka in our portfolio, and Snow Leopard fits the bill perfectly. There is obviously a serendipitous connection with the big cats.”
Whyte & Mackay will have a financial but minority stake in Snow Leopard vodka, which is made from the very rare and expensive Spelt grain, affectionately known as the “grandfather” of all grains, which is grown without using pesticide and costs five times as much as the nearest competitor grain winter wheat.
The Polish-produced brand joins Whyte & Mackay’s existing vodkas which include Vladivar and Pinky.
Garland added: “In our portfolio, we already have a range of products designed to meet the needs of different drinkers and occasions such as Whyte & Mackay, Isle of Jura, The Dalmore, Glayva, Vladivar and Pinky. Snow Leopard adds yet another winning brand to that successful mix.”
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