Elephant Gin: A BOTTLE FILLED WITH CARE
Life + Culture
Elephant Gin’s philosophy is deeply rooted in the African culture, not only through their love of rare African botanicals but in the social and environmental initiatives they support. The brand ethos stands by African communities’ prosperity and wildlife conservation.
The spirit brand had the brilliant idea to empower Maasai tribe women in Kenya. Their traditional handmade and colourful beaded strings adorn Elephant Sloe Gin bottles, thereby providing job opportunities to a region affected by poverty and unemployment. Skilful beadwork has been anchored in the Maasai culture for generations, with every woman in the tribe mastering the craft and working on a rainbow of bracelets, necklaces and pendants.
“We wanted to celebrate that and bring this colourful beading back to Europe to showcase what we saw in Kenya and so we have three beaders near Nairobi that are beading these lovely strings for us that go around every bottle. You can take these off and wear them as a bracelet, or a necklace – whatever the preference.”
Additionally, Elephant Gin is helping the Zulu communities in South Africa through the creation of an education centre named ‘The Wildlife Spirit’ addressing an important issue: in this area where unemployment is rife, it is easy for poachers to get information and assistance from locals. The main purpose is to teach locals and tourists about the elephants’ ecological role, the threats they are facing and the need for conservation.
Elephant Gin collaborates with Space For Elephants to get communities involved and create employment opportunities for people who otherwise would be tempted to work or trade on the black market. By showing locals the immense value of elephant conservation and new ways of generating income through respectful tourism, the Elephant Gin brand encourages the communities to protect elephant and other endangered species.
Their elephant conservation work also includes the funding of 45 anti-poaching rangers in Kenya as well as the rescue and rehabilitation of orphaned elephants.
Written by - Severine Etienne
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Positive Week 2019
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