We’ve worked with many drinks brands over the years, but our latest collaboration with Aluna was refreshingly far removed from the energy-boosting, hydration-promoting narrative that this sector, in the main, tends to lead by editorially.
This collaboration, as our first with a rum brand, represented a unique opportunity to peddle the ethos that we’ve long held close to our content’s heart.
That is, the one of ‘everything in moderation.’
It’s an approach that provides welcome leverage to explore health writing outside the usual remit for a wellness title, and although in principle there is little basis for alcohol in health, the concept does intertwine with “feel good” activities, defining the contours of socialising’s positive effects, in particular.
Of course there are valid arguments to the contrary, but for the sake of this article, we’re acknowledging that there is nothing to deny a Daiquiri an occasional moment in the sun.
Nowadays, we all have an eye for much healthier alcohol consumption, and Aluna are certainly leading the way in this.
We enjoyed showcasing, in particular, how this low sugar rum could sit with the niche, health-conscious, cocktail-loving market that some of our reader base represents.
The angle, of course, was ‘cupboard cocktails’, which is an enduring trend of lockdown that clearly shows no signs of letting up just yet… and why would it?!