#tengreenbottles #tengreenbottles #tengreenbottles #tengreenbottles #tengreenbottles
The Gin Guild’s
#Ten Green Bottles Campaign: A global award-winning success
How TWI brought a powerful environmental message to life for The Gin Guild – winning global recognition for an “exceptional” campaign at the 2025 Global Drinks Intel ESG Awards in a highly competitive category previously won by Guinness.
The Gin Guild approached TWI to help launch its Sustainability Toolkit, the gin industry’s first evidence-led guide to sustainable distilling practices. The objective was clear: create a memorable, impactful campaign that would unite distillers of every scale around a shared responsibility for the planet. The campaign needed to:
- Inspire real change, not just awareness.
- Make sustainability accessible, relatable, and actionable.
- Position The Gin Guild as a global authority on sustainable distilling.
- Encourage measurable engagement through Toolkit downloads and behavioural adoption.
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The #TenGreenBottles campaign showed what can happen when our industry comes together around a shared goal. It’s been inspiring to see distillers of every size engaging with the Sustainability Toolkit and taking real steps to reduce their impact. This award isn’t just a recognition of a campaign, it’s proof that collaboration and creativity can drive genuine change across the global gin community.”
Dr Anne Brock, Master Distiller, Bombay Sapphire
Led by Nikki Logan, Head of Strategic Communications, we developed the #TenGreenBottles concept using the familiar nursery rhyme as a metaphor for sustainability.
The idea highlights the shared responsibility of all distillers: if one “green bottle” falls, the impact is felt across the entire category.
Nikki crafted a narrative that combined emotional storytelling with data-driven insights from research among distillers, consumers, and stakeholders. She attributed the need for this initiative to the fact that the beverage industry accounts for 3.8% of global carbon emissions
Creative execution
The concept was brought to life by Head of Creative, Lindsay, who developed an impactful animated video with a professional voiceover and bespoke hand-drawn illustrations of green bottles; a visual motif that threaded through all campaign assets.
Lindsay also designed a set of shareable social graphics, carousels, and infographics to share across digital platforms.
The Ten Green Bottles campaign is a great concept. It helps us grasp an important message on sustainability. As a tenth-generation distiller, with the eleventh working alongside me and the twelfth still in single digits, it’s a reminder that what we do now, as a collective, affects the living and means of our future generations.”
Charles Maxwell, Founding Director and Grand Rectifier, The Gin Guild
We strategically timed the launch of the campaign on Earth Day 2025, aligning with global conversations around environmental responsibility
A six-week content rollout followed, with each week spotlighting a key sustainability theme, from water stewardship and waste reduction to packaging and sourcing.
The PR strategy, led by Managing Partner Kate Everett, targeted high-authority trade publications and industry media, ensuring the message reached both distillers and decision-makers.
The Ten Green Bottles campaign reflects what The Gin Guild stands for – bringing gin distillers and industry leaders together to make a difference. That shared commitment is never more important than in advancing sustainable practice. We’re proud of this campaign and the impact it’s had, and it’s an honour to see our work recognised on an international stage.”
Pal Gleed, Director General, The Gin Guild
The campaign achieved outstanding engagement, industry recognition, and tangible behavioural change.
Winner of the Best Sustainability Marketing Campaign at the Global Drinks Intel ESG Awards 2025, a prestigious international accolade judged by an independent panel of ESG and sustainability specialists and senior trade editors from across the global drinks industry.
The Gin Guild now stands alongside previous winners such as Diageo’s Guinness (2024) and Clonakilty Irish Whiskey (2023) – a major achievement for an independent, not-for-profit organisation. The campaign was hailed by judges as “exceptional” for achieving “excellent results on a limited budget” and for “encouraging the whole industry to operate to a higher standard and share best practice.”
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