Grainshaker Vodka has launched the ‘Grainshaker Stands with Ukraine’ campaign to support to the humanitarian crisis unfolding in the country.
Running for three months until May 26, the campaign got underway with a $50,000 donation by Grainshaker’s ASX-listed parent, Top Shelf International, to the Ukraine Crisis Appeal.
Further fundraising will be conducted through the sale of specially-labelled Grainshaker Vodka bottles that will available for sale via the brand’s website and TSI’s venue, The Distiller, in the Melbourne suburb of Northcote.
TSI will donate a further $15 to the appeal for every 700ml bottle sold.
TSI Executive Chairman Adem Karafili acknowledged that the Ukraine conflict is dangerous territory for a brand campaign.
“We thought very, very long and hard about how to approach it,” he told Drinks Adventures.
“We spoke to the Ukraine Crisis Centre and without their sanction we wouldn’t have proceeded with anything.”
The campaign follows announcements by Endeavour Group and Coles Liquor that all Russian products would be de-ranged in their stores.
“As an organisation, Endeavour Group is deeply concerned with the situation in Ukraine and we join the calls for peace,” a spokesperson said in a statement.
“We have currently identified 47 products of Russian origin that we are in the process of removing from our stores, hotels and online platforms.”