Partnership Features Pop-Up Experience,
Educational Sessions, and Allyship Content Series
TORONTO, Nov. 22, 2021 /CNW/ - Today, Absolut
launches a partnership with Gladstone House and The 519 aimed at
helping Canadians open up: their minds, their circles, their
perspectives, and their experiences. The goal? Foster communities
across the country where regardless of gender expression,
sexuality, race, ethnicity, ability, age, or religion,
everyone is invited to mix together.
The new, Canada-wide campaign
will kick off this week with Open House: a one-of-a-kind, pop-up
out of Gladstone House – a cornerstone event space and hotel for
Toronto's queer community.
Featuring three immersive rooms centred around unique bar
experiences, Open House will draw in patrons by offering an
inclusive and inviting atmosphere for all those who are willing to
actively challenge their biases, mix differently, and be surprised
at what's possible.
Absolut believes that mixing it up can help enrich
conversations, create lasting bonds, and open Canadians' eyes to
different viewpoints, but the brand also knows that polarization of
social and cultural views are at their highest in Canada.1 As spaces which allow for
the mixing of people, groups, and experiences, Absolut believes
Canadian bars and restaurants are well placed to help alleviate
this issue when they are open and inclusive for all. With this
campaign, Absolut wants to reinforce to both patrons and the
hospitality industry that we all play a part in fostering more
inclusive environments for others, particularly for folks –
including women and members of the 2SLGBTQ+ community – who may
have felt excluded or intimidated within these spaces in the past.
That's why the brand is working to progress the ways in which
Canadians interact within these spaces:
- In partnership with The 519, Absolut is delivering 90-minute
educational sessions to Absolut hospitality partners, equipping
them with the necessary tools to help make their spaces feel more
open and accepting of queer and Trans communities. These workshops
and their resulting conversations will help Canada's hospitality industry provide more
welcoming environments where everyone can participate without fear
of ridicule or ostracization.
- To reinforce Absolut's ongoing commitment to helping Canadians
unlock what's possible through mixing, the vodka brand is also
partnering with diverse Canadian voices, including Scarlett Bobo @itsscarlettbobo
(they/them/she/her), Jamie Pandit
@justjamiep (she/her), and Allie & Sam @allieandsam (she/her).
Amplifying their first-hand experiences to help educate audiences
on allyship in all its forms, influencers will share tips for
combatting hurtful viewpoints such as heteronormativity,
cisnormativity, and gender stereotypes, inviting their followers to
join the conversation, learn as a collective, and open up to more
accepting ways of interacting with others.
"At Absolut, we believe that bars and restaurants can be places
where we meet different people, experience new things, and
ultimately, challenge pre-existing notions," notes Aoife O' Reilly (she/her), Senior Brand Manager,
Absolut for Corby Spirit and Wine. "This campaign provides an
opportunity for Canadians to mix in a completely new way, while
offering the tools and support needed to create more open and
inclusive environments for people of all walks of life."
"We're delighted to be partnering with Absolut to help advance
more affirming spaces for 2SLGBTQ+ communities in bars and
restaurants", says Ashley McGhee
(She/Her), Manager, Education & Training at The 519. "The
opportunity to engage with 2SLGBTQ+ folks and spaces such as
Gladstone House, who have worked hard to provide welcoming spaces
which expand beyond just the Village, has enabled The 519 to
continue fostering more inclusive and celebratory spaces for gender
and sexuality diverse communities on a national scale. We are
excited to work with Absolut to continue this meaningful - and
necessary - work, providing education and training to bar service
staff across the country."
"Inclusivity is at the forefront of Gladstone House, and we are
pleased to be collaborating on such an innovative pop-up at the
hotel," shares Kieran Roberts
(he/him), General Manager of Gladstone House. "We are
continuously looking for new ways to bring arts and culture to West
Queen West, ensuring that our community is represented. The hotel
has a long-standing history of being a dedicated ally to
the 2SLGBTQ+ community, and this continues to be a priority
for us. The concept of Open House is exactly what we strive for at
Gladstone House."
Absolut's Open House pop-up bar will run at Gladstone House from
November 24th to December 5th, with a
media-exclusive, kick-off event from 6:00pm
to 8:00pm EST on Wednesday, November 24th, 2021.
1https://www.nber.org/papers/w26669#fromrss
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About Corby Spirit and Wine Limited
Corby Spirit and
Wine Limited is a leading Canadian manufacturer, marketer and
distributor of spirits and wines. Corby's portfolio of owned-brands
includes some of the most renowned brands in Canada, including J.P. Wiser's®, Lot 40®, and
Pike Creek® Canadian whiskies, Lamb's® rum, Polar Ice® vodka,
McGuinness® liqueurs, Ungava® gin, Cabot Trail® maple-based
liqueurs and Chic Choc® Spiced rum, and Foreign Affair® wines.
Through its affiliation with Pernod Ricard S.A., a global leader in
the spirits and wine industry, Corby also represents leading
international brands such as ABSOLUT® vodka, Chivas Regal®, The
Glenlivet® and Ballantine's® Scotch whiskies, Jameson® Irish
whiskey, Beefeater® gin, Malibu® rum, Kahlúa® liqueur, Mumm®
champagne, and Jacob's Creek®, Wyndham Estate®, Stoneleigh®, Campo
Viejo®, and Kenwood® wines. Corby is a publicly traded company
based in Toronto, Ontario, and
listed on the Toronto Stock Exchange under the trading symbols
CSW.A and CSW.
About The 519
Founded in 1975, The 519 is Canada's most prominent 2SLGBTQ+ community
centre and service provider. Committed to the health, happiness and
full participation of the 2SLGBTQ+ communities, The 519 is a
City of Toronto agency, and
registered charity, with an innovative model of Service, Space and
Leadership. The 519 strives to make a real difference in people's
lives, while working to promote inclusion, understanding and
respect.
About Gladstone House
Located in the heart of West Queen West, Gladstone House is
Toronto's longest continually
operating hotel and a cultural pillar within the city. Thoughtfully
reimagined, the original architecture is preserved and contrasted
with colourful contemporary artwork that embraces the building's
heritage and spirited community. The hotel welcomes both
international travelers and local residents alike to experience an
exchange of culture, perspectives and ideas. Home to the beloved
Melody Bar Drag Brunch, Gladstone House has a long history of
fostering a safe and inclusive space for the 2SLGBTQ+ community.
For more information, please
visit www.gladstonehouse.ca.
SOURCE Corby Spirit and Wine Communications