Diageo Partners With TIME to Amplify Black-Owned Spirits Brands With Pronghorn #AllBlackBar Program
Pronghorn partnered with TIME and launched a live activation of its #AllBlackBar program. CMO of TIME Sade Muhammad (left) stands with Pronghorn Co-Founders, Erin J Hall and Dia Simms.
On Wednesday, Diaego unveiled its Pronghorn #AllBlackBar program, an initiative that amplifies Black-owned spirits brands. Pronghorn was a supporting partner of TIME’s Impact Dinner event celebrating “The Closers,” a list of 18 Black leaders aiming to end racial wealth inequality.
“We couldn’t have chosen a better partner than TIME to commemorate Black History Month,” Pronghorn co-founder Dia Simms said in a news release.
Pronghorn’s live #AllBlackBar event marked the first event in a yearlong rollout showcasing the platform.
Some of the celebrated Black leaders featured on “The Closers” were actress, writer and producer Issa Rae; actress, businesswoman and transgender rights advocate Angelica Ross; fashion designer Aurora James; and New Jersey Sen. Cory Booker.
Pronghorn also announced a giveaway, which runs through March and offers participants the opportunity to win a custom bar cart chock full of Pronghorn’s Black-owned spirits brands and bar tools. The giveaway may be accessed through Pronghorn’s social media channels.
Pronghorn says it takes a “modern, disruptive approach” to increasing diversity within the spirits industry. The brand invests in Black-owned spirits brands, offers expertise to the founders of these brands, and creates professional opportunities — including accelerator programs — within the community. The brand’s goal is to generate $2.4 billion in revenue for the Black community and invest in Black-owned spirits brands. It aims to employ 1,800 Black employees by 2032, according to a news release from the brand.
The brand’s portfolio includes spirits like Old Hillside Kentucky Straight Bourbon, Tequila with Friends, Greenwood Whiskey and offerings from Common Ground Spirits.
February is Black History Month, and Pronghorn’s latest aim amplifies these brands, encouraging individuals to enjoy them all year long. On Feb. 8, Whiskey Raiders curated a list of 7 Black-Owned Whiskey Brands, featuring stellar companies like Uncle Nearest and Brough Brothers. The full list can be viewed here.
As for the initiative with TIME, Pronghorn co-founder Dan Sanborn shared his enthusiasm over the partnership with the following statement:
“TIME has remained at the heart of celebrating the cultural leaders of our time and amplifying their lasting legacy. We at Pronghorn believe in the same ethos. It’s a pleasure to showcase our shared vision with this collaboration.”
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