Campaign amplifies 86 Harassment initiative
Women of the Vine & Spirits (WOTVS) has unveiled a marketing campaign for its 86 Harassment initiative, which addresses sexual harassment and gender-based violence within the beverage alcohol and hospitality industries.
The 86 Harassment programme is aimed specifically at preventing sexual harassment across the beverage alcohol and hospitality sectors by offering free training, resources, support, and a confidential hotline for those in need.
Now, WOTVS has collaborated with Provi, provider of B2B solutions for the beverage alcohol industry, to launch a comprehensive trade marketing campaign for the initiative.
Through the Provi-funded, multi-channel digital trade marketing campaign, tens of thousands of industry professionals will be reached on Provi’s B2B site, SevenFifty Daily, and company-owned Beverage Media publications.
The aim is to drive national awareness of 86 Harassment and expand the reach of the initiative’s resources and training, uniting partners across the beverage alcohol and hospitality sectors to help prevent sexual harassment and gender-based violence.
This partnership is said to underscore Provi’s ‘steadfast commitment’ to fostering safe, respectful, and inclusive work environments across the beverage alcohol and hospitality industries.
“Provi is proud to support the 86 Harassment initiative. Our platform is built to educate the trade and strengthen connectivity across all tiers. We are honoured to partner with Women of the Vine & Spirits on a digital marketing campaign that promotes safe, respectful workplaces and expands awareness of this important effort across the industry,” said Andrew Levy, chief corporate affairs officer and general counsel, Provi.
The initiative is financially backed by Brown-Forman, Distilled Spirits Council of the United States, Pernod Ricard North America, Republic National Distributing Company, and Spirits Canada, which allows it to be publicly accessible and completely free.
Deborah Brenner, founder and CEO of WOTVS, said: “This campaign with Provi represents a major step forward in our mission to create safer workplaces across the beverage alcohol and hospitality industries.
“By amplifying the reach of 86 Harassment through Provi’s platform, we can ensure that vital resources, training, and support are accessible to tens of thousands more industry professionals. Together, we are fostering a culture of respect, accountability, and empowerment.”
A 2023 survey of more than 600 women in the global whisky industry found 70% have experienced sexual harassment while doing their job.
Recently, another campaign against sexual harassment in the hospitality industry was launched by Australian collective, Sorry Not Sorry.
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