The partnership includes a contextual experience, educational sessions and a series of Allyship content
TORONTO, 22 November 2021 / CNW / – Today, Absolut is launching a partnership with Gladstone House and The 519 to help 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 mingle.
New, Canadacampaign-wide will kick off this week with Open House: a one-of-a-kind pop-up at Gladstone House – an event space and hotel that of Toronto queer community. With three immersive rooms focused on unique bar experiences, Open House will draw customers in by providing an inclusive and inviting atmosphere for all who are ready to actively challenge their prejudices, mix differently and be surprised at what is possible.
Absolut believes mixing them can help enrich conversations, create lasting connections, and open Canadians’ eyes to different points of view, but the brand also knows that the polarization of social and cultural viewpoints is at its highest. level in Canada.1 As spaces that allow for the mix of people, groups and experiences, Absolut believes that Canadian bars and restaurants are well positioned to help alleviate this problem when they are open and inclusive for all. With this campaign, Absolut wants to empower both customers and the hospitality industry as we all play a role in promoting more inclusive environments for others, especially for people – including women and members of the hospitality industry. 2SLGBTQ + community – who may have felt left out or intimidated within these spaces in the past. That’s why the brand strives to evolve the ways Canadians interact in these spaces:
In partnership with The 519, Absolut offers 90-minute educational sessions to Absolut’s hotel partners, equipping them with the tools to help them make their spaces more open and tolerant of queer and trans communities. These workshops and the resulting conversations will help from Canada the hospitality industry offers more welcoming environments where everyone can participate without fear of being ridiculed or ostracized.
To reinforce Absolut’s ongoing commitment to helping Canadians discover what is possible through mixing, the vodka brand is also partnering with various Canadian voices, including Scarlett bobo @itsscarlettbobo (they / they / she), Jamie Pandit @justjamiep (her / her), and Allie & Sam @allieandsam (her / her). Amplifying their first-hand experiences to help educate the public about the alliance in all its forms, influencers will share tips for tackling hurtful viewpoints such as heteronormativity, cisnormativity and gender stereotypes, inviting their subscribers to join the conversation, learn collectively, and open up more tolerant 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,” he notes. Aoife O’Reilly (she / she), Senior Brand Manager, Absolut for Corby Spirit and Wine. “This campaign offers Canadians the opportunity to blend together in a whole new way, while providing the tools and support needed to create more open and inclusive environments for people of all walks of life.
“We are excited to partner with Absolut to help advance more affirmative spaces for 2SLGBTQ + communities in bars and restaurants,” says Ashley McGhee (She / She), Manager, Education & Training at 519. “The opportunity to engage with people and 2SLGBTQ + spaces such as Gladstone House, who have worked hard to provide welcoming spaces that extend beyond the village , enabled the 519 to continue fostering more inclusive and celebratory spaces for diverse communities across gender and sexuality nationwide. We are excited to be working with Absolut to continue this meaningful – and necessary – work, providing education and training to bar service staff across the country. “
“Inclusiveness is at the forefront of Gladstone House, and we’re excited to collaborate on such an innovative pop-up at the hotel,” shares Kieran roberts (he / him), Managing Director of Gladstone House. “We are continually looking for new ways to bring arts and culture to West Queen West, ensuring our community is represented. The hotel has long been a staunch ally of the 2SLGBTQ + community, and it continues to be a priority for us The concept of Open House is exactly what we are looking for at Gladstone House.
Absolut’s Open House pop-up bar will take place at Gladstone House from November 24 to December 5, with a media-exclusive launch event of 6:00 p.m. to 8:00 p.m. EST Wednesday, November 24, 2021.
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 own-brand portfolio includes some of the world’s most renowned brands. Canadaincluding JP Wiser’s®, Lot 40® and Pike Creek® Canadian whiskeys, Lamb’s® rum, Polar Ice® vodka, McGuinness® liqueurs, Ungava® gin, Cabot Trail® maple liqueurs and Chic Choc® spiced rum, and Foreign Vins Affair®. Through its affiliation with Pernod Ricard SA, world 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 whiskeys, 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 symbols CSW.A and CSW.
About the 519
Founded in 1975, 519 is from Canada the largest community center and 2SLGBTQ + service provider. Committed to the health, happiness and full participation of 2SLGBTQ + communities, Le 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 that of Toronto the oldest hotel and a cultural pillar of the city. Carefully redesigned, the original architecture is preserved and contrasted with colorful contemporary artwork that embraces the building’s heritage and vibrant community. The hotel welcomes both international travelers and local residents for 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
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