News

Pernod Ricard reasserts Absolut’s LGBTQ+ support with ally plans

15 June 2023 By Jessica Mason

A plan to support and protect safe spaces for adults in the LGBTQ+ community has been launched by Pernod Ricard via its Absolut brand.

According to the company, the global programme, named Absolut Ally, sets out to inspire and increase allyship among the LGBTQ+ community and will include educational resources, training and monetary support.

Pam Forbus, SVP, chief marketing officer for Pernod Ricard North America said: “In the early ’80s, Absolut became one the first brands to engage with and represent the LGBTQ+ community. We are incredibly proud of our history and continued track record of supporting and uplifting the LGBTQ+ community.”

Forbus explained: “We know the bar for allyship has been raised, and to meet the moment, we have created the Absolut Ally platform. This is an ongoing and future commitment that is taking shape globally to inspire action and education for people and businesses alike.”

As part of Absolut Ally, Pernod Ricard is “encouraging and empowering consumers to further educate themselves on how to be an ally” with The Absolut Ally Guide developed in partnership with GLAAD.

The company outlined that “the online resource guide is for anyone 21+, LGBTQ+ identified or otherwise, to learn best practices to create safe and inclusive spaces for the most vulnerable and at-risk members of the community” and pointed out that “as the needs for the LGBTQ+ community is ever-evolving, so too will this guide”.

According to GLAAD’s Accelerating Acceptance 2023 Report, 91% of non-LGBTQ+ Americans agree that LGBTQ+ people should have the freedom to live their life and not be discriminated against, which this guide stands to support.

Absolut Ally will also provide training seminars and tools for local businesses with its training being operated by Safe Bars Inc., an organisation that helps bars and restaurants create safe spaces for their 21+ patrons and staff.

Attendees will learn LGBTQ+ allyship fundamentals and guidance on creating safe and inclusive hospitality spaces in order to receive Absolut Ally Certification, an official seal from the brand that can be showcased on-premise and on social channels to signify to patrons that their establishment is an inclusive space for members and allies of the LGBTQ+ community.

Anchoring the activity is the Absolut Ally Initiative, a grant operated by CenterLink, the world’s largest LGBTQ+ community-based nonprofit association, whose mission is to strengthen, support and connect LGBTQ+ community organisations. To assist in moving things forwards, Absolut is donating US$250,000 to CenterLink to support its growth and foster inclusivity and empowerment among the 21+ LGBTQ+ community.

The Absolut brand has been a steadfast supporter of the LGBTQ+ community for more than 40 years and the new initiative solidifies its position on equality and inclusivity for all people.

Ferrari Trento unveils F1 podium bottle for Vegas race

What the US wine industry needs from its next agriculture secretary