Absolut said it launched Absolut Ally. A multi-pronged, global initiative, Absolut Ally will provide educational resources and monetary donations to champion creating safer and more inclusive spaces for the 21+ LGBTQ+ community, as part of a broader effort to help more people and more places be better allies.
Absolut has supported the LGBTQ+ community for more than 40 years.
"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," said Pam Forbus, SVP, Chief Marketing Officer for Pernod Ricard North America. "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.
Absolut also announced publication of the Absolut Ally Guide which provides best practices to create safe and inclusive spaces for the most vulnerable and at-risk members of the LBGTQ+ community.
Absolut Ally will also provide training seminars and tools for local businesses. Absolut Ally Trainings are operated by Safe Bars Inc., an organization 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.