Wight Vodka

Tack & Gybe Responsibly



9 September 2008

Wight Vodka Promotes Responsible Drinking with the Solent Swim


Lymington, England

As many of us know, navigating the weather, tides and shipping traffic on the Solent can be a humbling experience. What if you didn’t have the support of your tough fiberglass hull and trustworthy GPS, but instead had to swim the three miles from Lymington to Yarmouth? And what if you were asked to do it by a highly motivated team all in the name of helping young people who are in danger of exclusion from society? Would you do it?

PJ Stevens, Director at LEAP and the main influencer behind the Solent Swim, now has 40 dedicated enthusiasts who are intent on making this year’s swim bigger and better than ever!

“The purpose of the Solent Swim is to continue to raise money for Champion Behaviours in order to deliver more workshops that will make a positive impact on our young people,” said Stevens. “I believe that one’s mental state makes the difference in everything we accomplish; from the fulfillment of our relationships to the success of our careers. There are many underprivileged children in our society that need a role model and a set of goals to succeed in life. That’s what Champion Behaviours is about, and that’s why the Solent Swim is gaining such momentum.”

Ritu Manocha, Director at 50° North, the company behind Wight Vodka, loved the idea of working with PJ and supporting Champion Behaviours. “From the moment PJ first connected with us, I knew 50° North had to be involved. As a company firmly established in the spirits industry, helping tackle addictive and anti-social behaviour is constantly on our minds. Enjoying alcohol responsibly, both on and off the water, is fundamental to our company ethos. Helping deliver this message to disaffected young people will help facilitate a cultural change.”

Stevens continued, “We believe that every child matters and have created Champion Behaviours as a way of directly helping to re-engage disaffected young people – promoting inclusion – and improving attendance, classroom behaviour and social skills, whilst reducing crime and fear of crime in our community. We aim to help young people develop a sense of belonging and want to become valuable members of their community, and we are proud to have the support of Ritu and the team behind Wight Vodka.”

About Champion Behaviors

Champion Behaviours is a not for profit organisation set up to deliver motivational workshops to young people aged 12-15 years old who are in danger of exclusion from school and society. For more information on Champion Behaviours and the Solent Swim currently scheduled for the 9th of September, visit www.championbehaviors.com or call +44(0)1590 642 886.

About 50° North

50° North are the creators of Wight Vodka. The company’s spirit and enthusiasm for the ocean, coupled with the centuries-old regatta traditions of the Isle of Wight, and of course a full appreciation of superior vodka, culminated in the creation of the world’s smoothest, 42% ABV potato-based vodka. One sip of Wight Vodka will make a believer out of the most discerning connoisseur and the company welcomes your joining a unique and elite class. Tack & Gybe Responsibly.

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BACKGROUND PHOTOGRAPHY: Mike Jones / Waterline Media