Endeavor is looking for like-minded partners – Drinks Trade


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Endeavor Group has partnered with LGBTQ+ owned and operated Ampersand Estate; a winery and distillery in Pemberton, Western Australia. Endeavor says the partnership demonstrates his support for local producers who are as committed to diversity and inclusion as he is.

BWS Regional Director Damien Watts is a member of Proud at Endeavour.

He said: “We are always looking to work with suppliers who make products that we think our customers will love, but we are increasingly looking to partner with suppliers who also share our values.

“One of our values ​​is that ‘we are inclusive’, which is why we approached Ampersand. They are focused on building a culture of diversity, acceptance and equality, just like we are. “, he added.

The move echoes insights shared by CEO Steve Donohue at the Drinks Association’s Network Breakfast in May, when he discussed Gen Z and their drinking habits. He said their spending was partly guided by their awareness of sustainability and community.

“They’ll divert their spend depending on how much you demonstrate that you care about them and if you’re aligned with them in terms of how you deliver your product,” Donohue said.

It also aligns with Endeavour’s commitment to supporting the communities around Australia in which it operates. A selection of Ampersand Estate wines and Rainfall spirits are now available at 50 BWS and Dan Murphy stores in WA and will soon land at select ALH hotels.

“It is an important milestone for our business and for the wider Pemberton community to have our products on the shelves and bars of Australia’s largest beverage and hospitality group,” said Corrie Scheepers, co-founder and co-owner of Ampersand.

Ampersand Estate was founded by business partners Corrie Scheepers and Melissa Bell in 2021.

“Pemberton is a small town, so we really stand out as an LGBTQ+ owned and operated company, so this is a wonderful opportunity for us to make an impact and help create a truly inclusive community,” Corrie said. .

Originally a logging town, the small community has in recent years transitioned into other industries as Indigenous logging in Western Australia will end in early 2024, and Ampersand has provided jobs and income to the inhabitants.

“We are deeply connected to the local community; all of our employees are local and we also work with local farmers to create our products. Our gins and vodkas are made from a base of potatoes grown in Pemberton, and we also use citrus fruits and cherries to infuse flavors into our cherries. Every time someone takes a sip, they’re supporting a local community,” he said.

“We are passionate about helping create new jobs in the community to show our support for the state government for making this historic decision to protect the environment,” he added.

Alannah MacTiernan, Minister of Regional Development for WA, recently met Ampersand founders Corrie and Melissa at Dan Murphy’s Albany to celebrate the range.

“Ampersand Estates is the gem that adds new fire and sparkle to WA’s premium beverage market: creating truly extraordinary gin and wine that are the latest local heroes embraced by Dan Murphy’s and BWS. I love their energy and creativity,” said Minister MacTiernan.

Ampersand Estate now works closely with Proud at Endeavour, a network of over 300 LGBTQ+ and Ally team members, on a range of events and initiatives in WA.

Pictured above: Alannah MacTiernan, WA Regional Development Minister, Corrie Scheepers of Ampersand Estate, Damien Watts of Endeavor Group and Melissa Bell of Ampersand Estate

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