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Aidy Smith: ‘The irony is, people who think differently are an asset to businesses’

19 December 2023 By Eloise Feilden

Following the launch of Drinklusive, a mentorship programme for LGBTQIA+, ethnic minority and disability diversity communities in the drinks industry, founder Aidy Smith speaks to db about the change he wants to kickstart across the trade.

“I feel like I’m in the school playground again and no one wants to pick me to be on their team because I’m ‘different’.” This is how broadcaster, presenter and journalist Aidy Smith describes the feeling of attending tastings as someone who doesn’t fit the mold. Smith, who has Tourette Syndrome, is vocal about his LGBTQIA+ and neurodiversity roots, and is a patron for the ADHD Foundation & Neurodiversity Charity alongside being the global ambassador for the Tourette Association of America.

Smith argues that there is a “cataclysmic lack” of support for LGTBQIA+ initiatives around the industry, and says he has “witnessed firsthand the disconnect of the disability community when it comes to getting the same opportunities as others”.

“The only thing to do now is stand up and create a new culture, welcome a new community of people who want to embrace everyone, not just their own,” he says.

Smith, in collaboration with The Three Drinkers — an Amazon Prime TV show of which he is MD and presenter — has now launched Drinklusive, an inclusivity and mentorship programme.

The scheme will onboard six mentees across LGBTQIA+, ethnic minority and disability diversity communities with socio-economic status considered. Each programme will take place over six months with the first starting in January 2024.

Smith tells db that while there is “much more receptiveness” to change in the spirits world, wine still has a long way to go. He argues that there is a lack of understanding around diversity, and how the industry can support people from different backgrounds. “If we live in a world where the ‘guardians’ of our industry feel so threatened by people who aren’t exactly like them, how can we ever expect there to be change?”

“We need an accurate understanding of what ‘diversity’ is, so assistance and support can be received by all and no one is left behind,” Smith says. “We need to educate people on what this term means otherwise the LGBTQIA+, underrepresented ethnicity and disability communities will only continue to be left behind in wine, which is already so apparent.”

So how do we kickstart change?

“It all starts with the people we see around us who are in these jobs,” Smith says. “If everyone comes from the same community, naturally those from outside of that begin to feel like they don’t belong and therefore don’t go for those opportunities.”

Smith and The Three Drinkers are partnering with key industry bodies and businesses in the UK to provide teaching and support for mentees.

Each successful applicant will receive WSET Level 2 and 3 training for wine or spirits to help raise their credentials and gain access to education.

Mentees will be paid to create content for The Three Drinkers content hub and receive a guaranteed commission for news outlet The Independent alongside a commission on Jancisrobinson.com. They will also be invited to work at London Wine Fair in a paid capacity.

“The aim here is to allow them to build a friendly support network while learning the tips and tricks others have been through. If we create a culture of sharing and support, everyone will feel welcome and everyone will belong,” Smith says.

In addition, each mentee will gain access to social media training to boost their online profiles. Learning will be supported by monthly seminars with industry veterans including Ian McLernon, Remy Cointreau CEO – EMEA, APAC, GTR, and Anne Jones, Waitrose wine & spirits category buyer. Finally, they will benefit from 1-1 sessions with a host of mentors.

The power of diversity

Diversity is a powerful tool, Smith argues, both in terms of “cultural enrichment” and when it comes to profits. “The irony is that people who are forced to think differently end up being a remarkable asset to businesses. Their ability to think outside the box and bring a new way of learning to the table is phenomenal.

Welcoming cultural awareness and embracing the values of people who have had to grow up differently based on how they are treated is such a valuable asset to organisations – especially when the very industry we speak of is declining rapidly in various areas.

“If we introduce a wider pool of diverse drink communicators, we will speak to so many more communities who finally have more faces that represent and understand them,” he says. “There is so much potential for diverse communities from a revenue perspective that is untouched. Cultivate more awareness, education and ultimately interest in drinks and the industry will witness a colossal boom from new capital.”

At the end of the 6-month period, the programme’s mentees “will be armed with everything they need to pursue their interest in drinks, whether they choose to continue down the writer and creator path or venture further into the trade”.

“More so, they will have a phenomenal community and network of people they’ve met along the journey who they can keep in touch with and call upon for advice.”

He says: “To anyone, and I mean, anyone, who would like to put themselves forward to become a part of the Drinklusive community, whether in a mentor or purely awareness capacity to show your support, please do get in touch via our website.”

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