As Dry July enters its 10th anniversary year The Australian Bitters Co is celebrating the alcohol-free initiative which challenges Australians to give up alcohol for the month to raise funds for those affected by cancer.
The company, which has again partnered with Dry July to motivate Australians to be a ‘Dry Hero’ this July, toasted the occasion with signature bitters-based mocktails created by NYC mocktail master Andrew Atwell.
At the event, Atwell said consumers are becoming more health conscious and increasingly concerned with the quality of the ingredients in their drinks.
“High-end mocktails utilising the best ingredients have well and truly been embraced by New York city culture. It’s great to see Aussies embracing the trend.”
Atwell's mocktails were created using everyday ingredients, as well as The Australian Bitters Co range, which includes Aromatic Australian Bitters, Barrel Spice Australian Bitters and Grapefruit Australian Bitters.
Atwell said, “Australian Bitters’ natural ingredients make all the difference when creating a great tasting cocktail. I’m focused on elevating flavours, and developing progressive health-benefiting mocktails, accessible to everyone at home, giving ‘Dry Heroes’ the best shot at sticking to ‘Dry July’.”
The concept underpinning this year’s partnership is to give Dry Heroes something to drink that is not just alcohol-free, but full of flavour and designed to be beneficial for their health.
There will also be Dry July friendly venues across NSW, VIC, SA and QLD, all of which will be creating their own Australian Bitters based mocktails for the campaign.
Over 125,000 Australians have participated over the years to raise a combined $28 million AUD for over 50 cancer services in Australia and New Zealand.
Head of the brand’s marketing strategy in Australia, Sally Byrne, says, “[Our] team wholeheartedly supports this enormous campaign and the many thousands of Aussie heroes who embrace July as a wonderful opportunity to make a real difference.”
