How Can The Drinks Industry Support DE&I?

DE&I is a big topic in the drinks industry and one that thankfully brands are starting to invest in.

A UK study in 2023 of 3000 hospitality employees found that 1 in 3 workers had faced some sort of discrimination in the workplace – which is a stark reminder of how far the industry has to go.

In an era where some companies are scaling back on DEI initiatives, maintaining and expanding these efforts is critical due to the moral and financial benefits of DEI. Aside from this diverse teams bring unparalleled creativity and innovation to hospitality.

Drinks brands are clearly well placed to support DEI initiatives in the industry and we wanted to find out more.

We reached out to bartender Ahsoka Wallace to discuss DE&I with them and see how drink brands can support making our industry more tolerant, welcoming and inclusive. Ahsoka is a Senior Bartender at Leyton Calling and has previously worked at Crossroads and Callooh Callay. They are an EDI advisory and sit on the Drinks United Advisory Council.

The hospitality industry, particularly bartending, has seen significant efforts to promote equality, diversity, and inclusion (DEI). Ahsoka shares their insights on how brands can effectively support these initiatives, benefiting both the industry and individuals within it.

Start Right – DEVELOP Your Own DEI POlicy

As a foundation, brands should be encouraged to implement robust DEI policies and complement them with hands-on training from DEI experts. Being authentic is really important to the community and that starts with ensuring you are walking the walk as a brand.

The key thing to understand as a drink brand (or any business) is that discrimination happens every day and many who are unaffected just don’t see it. Investing in training, awareness and digestible and easy to understand policy really is so important.

Does your brand have a DEI policy and are you familiar with it?

Partner With Industry DEI Projects

Another opportunity for brands is to partner with existing projects such as charities or initiatives which support DEI in hospitality. Such partnerships not only provide expert-led training but also enable brands to sponsor initiatives that offer education and support to those in need. A charity doing great work in this space is Equal Measures UK. They are a drinks charity who operates as an intersectional group supporting individuals from LGBTQ+, neurodiverse, and ethnic minority backgrounds.

Their programs include WSET Level 2 spirits training, personal license courses, and mentorship for individuals who have experienced discrimination or require additional support. By collaborating with charities like Equal Measures, brands can help these beneficiaries receive the education and opportunities needed for career advancement.

Brand Ambassadors

Supporting brand ambassadors is another crucial way for brands to contribute to DEI efforts. Brand ambassadors often play a vital role in organizing events that promote inclusivity, such as neurodiversity panel discussions followed by bar takeovers.

Takeovers are a dynamic aspect of the bartending community, frequently attracting renowned figures and celebrated bars, often coinciding with events like Tales of the Cocktail in New Orleans or the Athens Bar Show. To integrate DEI into these takeovers, brands can take several steps. Donating proceeds from drink sales to DEI-focused drinks charities is one impactful option. Alternatively, brands can work with DEI specialists to organize talks or training sessions alongside takeovers, such as spirit-tasting workshops or panel discussions.

One standout example of a DEI-focused event was an International Women’s Day panel talk and bar takeover. This event featured a diverse group of speakers who shared their insights on DEI and community support, accompanied by curated spirit tastings. Organized by a tequila brand, the event concluded with some of the speakers crafting cocktails during the takeover, with a portion of the proceeds donated to a drinks charity.

Supporting brand ambassadors in creating similar events not only fosters community growth but also provides valuable networking opportunities. Brands that engage with the community directly are more likely to build loyalty, as individuals are drawn to organizations that demonstrate genuine care and inclusivity.

What Brands Have Supported DEI Initiatives

Absolute Born To Mix – a campaign to celebrate the power of mixing different people, ideas, and perspectives to create a more inclusive world. The campaign has included significant funding for events, workshops, education and initiatives to promote diversity and inclusivity.

Proof Spirits –sponsored a roadshow across UK cities focusing on neurodiversity panel talks and takeovers of bars.

William Grant – Hendricks and Glenfiddich collaborated with Franklin and Sons to support seminars DEI seminars at venues such as Silverleaf as well as International Women’s Day panels and LGBTQ seminars in various venues.

London Cocktail Week – the event partnered with Equal Measures and Diageo for an EDI collaboration this year which included several EDI education sessions and an Equal Measures workshop at Diageo HQ.

As a brand there are plenty of initiatives and projects that need funding and support and a great place to start is reaching out to one of the charities to find out what initiatives and programmes need help to kickstart.

What Next?

Across the hospitality industry, there are numerous inspiring DEI initiatives underway, including training sessions, panel discussions, fundraisers, and community events.

Brands looking to make a difference in diversity, equality, and inclusivity are encouraged to support local drinks charities, empower their brand ambassadors, and actively promote DEI initiatives. By championing these efforts, brands can contribute to a more inclusive and supportive hospitality sector, ensuring that everyone has the opportunity to grow and succeed.

To find out more visit Equal Measures or The Drinks Trust.