The question that US distillery Angel’s Envy wants you to think about, is what would Bourbon be without Oak? The brand is celebrating its 7th annual “Toast the Trees” initiative with the launch of the “Lost Oak Experiments” campaign
With the tag line, “Plant Trees. Save Bourbon”, #toasthetrees endeavours to plant 40,000 new white oak trees. Essential for ageing bourbon, white oak provides distinct flavours and colour to the spirit, so in effect the more you enjoy Bourbon, the more white oak trees are harvested.
This year, Angel’s Envy’s planting goal for “Toast the Trees” has been increased to 40,000 new white oak trees. As part of the 2020 program, fans can help ANGEL’S ENVY plant white oak trees by using #ToastTheTrees on social media, testing their knowledge on the Toast the Trees website or sharing ANGEL’S ENVY’s new “Lost Oak Experiments” campaign video, released today
The “Lost Oak Experiments” campaign video highlights the importance of white oak sustainability to the bourbon industry by playfully looking at alternatives to ageing bourbon in barrels made from white oak.
“As we made this year’s Toast the Trees video, my sons and I were able to really reflect on what our industry would be like if we didn’t have access to white oak trees for our barrels – and we of course had to have a little fun with it,” said Wes Henderson, ANGEL’S ENVY Co-Founder and Chief Innovation Officer. “We hope it helps highlight the importance of sustainability in the bourbon industry for our fans and drives home why ANGEL’S ENVY’s Toast the Trees initiative is so important to us.”
ANGEL’S ENVY hosts its “Toast the Trees” initiative each September in celebration of National Bourbon Heritage Month to raise awareness for the increased need for a healthy and secure white oak tree population, particularly as bourbon’s popularity continues to grow both in the U.S. and internationally.
As part of this year’s initiative, ANGEL’S ENVY has pledged to plant one white oak tree for every use of #ToastTheTrees and every share of the “Lost Oak Experiments” video on social media. Fans can also help plant trees by testing their knowledge of the role oak plays in bourbon’s process and history on toastthetrees.com; for every three questions answered correctly, ANGEL’S ENVY will plant one white oak tree. The campaign will help ANGEL’S ENVY reach its planting goal of 40,000 new white oak trees, a 10,000 increase over 2019’s goal.
Since the inception of the Toast the Trees initiative in 2014, ANGEL’S ENVY has planted more than 80,000 new white oak trees throughout eastern Kentucky and the surrounding Appalachian areas with Arbor Day Foundation and Green Forests Work.
For more information go to angelsenvy.com/toast-the-trees/