IWD 2024: Double Dutch unveils a multi-channel campaign honouring women

This International Women’s Day, award-winning female-founded tonic and mixer brand, Double Dutch is raising a toast to women in hospitality with a multi-channel campaign dedicated to celebrating pioneering women mixing things up in drinks.

With research revealing that women accounted for just 30 per cent of all hospitality leaders in 2021, with most of these found in HR roles Double Dutch has launched a multi-channel campaign to support women in the food & drink industry, with the aim to build brand presence and cement Double Dutch’s position as a brand focused on elevating women in hospitality all year round.

This International Women’s Day, Double Dutch will highlight 50 female trailblazers driving the drinks industry forward, one sip at a time, with a multi-platform video, launch the third of its Female Bartending Scholarship Programme and roll out a press & influencer campaign celebrating women in the industry.

To name just a few, the Trailblazers championed in the campaign include Laura Willoughby, founder of Club Soda a global mindful drinking movement, founder of Thomson & Scott and fiercely impressive advocate for transparency of ingredients and packaging, Amanda Thomson and Anna Sebastian, founder of Celebrate Her, a non-profit elevating women in hospitality.

The 50 people chosen will also be gifted five serves from the female-led brands Double Dutch has partnered with for the campaign, Bloom London Dry Gin, Caleño, Diablesse, Avallen and 58 Gin, receiving a bespoke Double Dutch campaign giftbox.

To communicate the campaign to consumers, Double Dutch will be rolling out its Trailblazer campaign across its social media channels, launching a competition mechanic for followers to win their own box of female-led serves by nominating a trailblazing friend.

With a focus on engaging both on and off-trade audiences, Double Dutch will also launch its third Female Bartending Scholarship Programme on International Women’s Day itself, as well as rolling out a series of hard-working press office angles around the Double Dutch products and founders, Joyce and Raissa de Haas, in partnership with retained agency, Scoop.

Other elements of the wider Trailblazers campaign includes an activation in London with a takeover of Laki Lane in London in collaboration with Diablesse Rum and a charity partnership with The Prince’s Trust Women Supporting Women Community.

To give back to the community, Double Dutch has launched a charity initiative in partnership with the Change A Girl’s Life campaign, which is run by The Prince’s Trust Women Supporting Women community. Throughout March, Double Dutch is donating 30% of sales from its top-selling product, the exploration pack, to help raise vital funds for young women.

To find out more, go to www.doubledutchdrinks.com or follow @DoubleDutchDrinks on Instagram.

For more information on the Female Bartending Scholarship, visit: https://doubledutchdrinks.com/pages/scholarship-application

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