Bacardi Brown-Forman creates ‘inclusive’ cocktails

As part of its initiative to promote inclusivity in the on-trade, Bacardi Brown-Forman Brands (BBFB) has partnered with six London venues to create a list of ‘diverse’ cocktails.

Ahead of this year’s International Women’s Day (8 March) BBFB has launched its Balance For Better scheme to promote more gender balance behind the bar. As part of the scheme, it has partnered with bartenders and brand ambassadors to create six cocktails that will be served across London.

The cocktails will be available in bars including Artesian, Happiness Forgets and Fam from 4-11 March.

Shervene Shahbazkhani, head of brand advocacy – UK at Bacardi Brown-Forman, said: “This International Women’s Day we wanted to celebrate the diverse tastes of women – and men.

“#BalanceForBetter is about recognition of equality and the dissolution of stereotypes; if you’re a woman and like strong, whisky-based drinks or a man who prefers a lighter, low-abv serve, let’s support individuals not genders.

“At Bacardi Brown-Forman we champion gender equality and are constantly striving for balance all the way from bars to boardrooms. Each of these serves represents the skill, creativity and drive that our industry has to offer.”

BBFB has partnered with Artesian bartender Giulia Cuccurullo, Andrea Montague and Hannah Naughton from Blacklock, Margaux Picard of Happiness Forgets, Zoë Van Der Griten of Fam, London Cocktail Club bartender Cressida Lawlor and Nicole Sykes from Satan’s Whiskers.

The cocktail collection comes as Bacardi announced its wider initiative with SHE Summit for the launch of its inaugural Spirit Forward event on 4 March 2019. Speakers at the event will include Laura Haynes, Gina Martin, Patrick Harrison, Pip Jamieson and Gabby Emblin.

Click through our gallery to see some of the cocktails on offer as part of Balance For Better.