ABOUT

Description
TWI created and delivered The Gin Guild’s #TenGreenBottles campaign, a global award-winning sustainability marketing campaign designed to launch the gin industry’s first evidence-led Sustainability Toolkit. Using a familiar nursery rhyme as a creative metaphor, the campaign transformed complex environmental data into an accessible, memorable and action-led message for distillers around the world.

Brief
The Gin Guild asked TWI to create a campaign that would inspire distillers of every size to engage with its Sustainability Toolkit and take practical steps towards more sustainable distilling. The campaign needed to raise awareness, encourage measurable downloads and behavioural change, and position The Gin Guild as a global authority on sustainability in the spirits industry.

Summary
Led by TWI’s strategic communications, creative, content, design, motion and PR teams, #TenGreenBottles brought sustainability to life through emotional storytelling, data-led messaging, animated video, bespoke illustrations, social media assets, infographics and targeted trade PR. Launched on Earth Day 2025, the campaign ran across six weeks, with each stage spotlighting key sustainability themes including water stewardship, waste reduction, packaging and sourcing.

Successes
The campaign achieved outstanding industry engagement and international recognition. It won Best Sustainability Marketing Campaign at the Global Drinks Intel ESG Awards 2025, where judges described it as “exceptional”. Results included 46 pieces of earned trade coverage, more than 198,000 LinkedIn impressions, over 43,000 reach on Facebook and Instagram, and 40% more Toolkit downloads than target.