By Andy Young

Treasury Wine Estates and Liquor Marketing Group have collectively raised an impressive $61,415 for the Movember Foundation as part of the Gentlemen’s Collection partnership.

Treasury Wine Estates, which owns the Gentlemen’s Collection label, generated more than $40K through staff engagement, which placed TWE 10th on the Movember team leaderboard, as well as generating awareness and sign-ups through events, PR, social media and digital.  

Liquor Marketing Group joined Gentleman’s Collection in its support through point-of-sale in store and by encouraging staff sign-ups, which generated almost $20K for the foundation. 

Gentleman’s Collection Marketing Manager, Kate Adamson said: “The commitment and enthusiasm we’ve seen from our Mo Bros and Mo Sistas in their fundraising efforts for Movember has been outstanding. The 30-day campaign has inspired an array of fundraising tactics, from remarkable Mos, morning tea bake-offs, ambitious ‘Move’ initiatives, to the appointment of personal ‘campaign managers’ or simply a healthy dose of competitive spirit.

“We are delighted with the support that our staff and retail partners have fostered and the funds raised are a significant contribution to men’s health. We could not have anticipated such strong support and this is a great outcome in the first year of our partnership with Movember.” 

Damien Page, General Manager of Merchandise and Marketing for LMG added: “We’ve been impressed not only by the significant funds raised by the team, but also by the discussion that this campaign has generated. To raise the awareness of Movember and to have men’s health part of the daily conversation has been an impressive step forward.”

TWE said that the mission of the Gentleman’s Collection by Dr Henry J Lindeman, is to ensure that the modern gentleman is alive and well figuratively, and that has found a kindred spirit in the Movember Foundation, whose mission it is to ensure that gentlemen are alive and well, literally. 

The Movember Foundation’s Director of Australia and New Zealand, Charlotte Webb, said: “The beverage network has done an outstanding job of rallying together for Movember. Our fathers, partners, brothers and friends face a health crisis that isn’t being talked about. The support from partners like Gentleman’s Collection and its network is important for generating awareness for our annual campaign.”

Since 2003 the Movember Foundation has raised over $770m, helping to fund over 1200 men’s health projects.

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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