The biggest spirits stories of 2020

14th January, 2021 by Nicola Carruthers

Social standing with BLM

Global spirits firms stood in solidarity with the Black Lives Matter movement this year by halting their social media advertising in support of the Stop Hate for Profit campaign. The initiative saw spirits producers Brown‐ Forman, Beam Suntory, Diageo and Pernod Ricard join with firms including Coca‐Cola and Adidas in pausing paid advertising on social media throughout July to tackle hate speech.

The initiative was launched by a group of six organisations: the Anti‐Defamation League; the National Association for the Advancement of Colored People (NAACP); Sleeping Giants; Color of Change; Free Press and Common Sense. The six groups asked companies to “act against hate and disinformation” being spread on Facebook through the Stop Hate for Profit campaign.

Many of the companies, including Beam Suntory and Brown‐Forman, pledged to evaluate their social media strategies. Leading firms have also vowed to increase diversity across the spirits sector.

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