DiSCUS Ups Diversity Program, Appoints Atira Charles Chair

By Neat Pour Staff |

The US’ most powerful spirits lobby is fully throwing themselves into the diversity awokening. The Distilled Spirits Council of the United States (DiSCUS) announced some new steps to tackle the diversity crisis in the industry.

DISCUS‘ new Diversity, Equity, and Inclusion (DEI) Committee will be chaired by Dr. Atira Charles, Head of Inclusion, Diversity, and Equity at Moët Hennessy North America. Victoria Russell, Chief Diversity and Inclusion Officer at Beam Suntory, will serve as vice chair.

“The establishment of this committee is key to the future of our industry. Our industry must reflect the communities and consumers we serve, while also being innovative and strategic in the ways in which we show up within those communities,” said Dr. Charles in a statement.

“It is an honor to serve as the inaugural chair of this very important committee within DISCUS. I look forward to bringing my years of expertise to this role, and I will lead in a collaborative way with the other committee members. We are stronger together and impacting this industry will take all hands. We must all lead with passion, purpose, commitment, and accountability to move the needle on this important work.”

The move was long anticipated by the industry. A release noted that future steps such as a diversity module in the DISCUS Academy program was forthcoming. However, diversity activists will await followup as committees alone have produced mixed results in the past.

Liked it? Take a second to support Neat Pour on Patreon!

Read Next

Did Budweiser Just Get Sued For Cultural Appropriation?

Byron Jackson and Mario Mena Jr. filed the suit, arguing that they purchased Veza Sure based on the company’s claims of LatinX roots and Miami origins. However, the beer is actually produced in Fort Pierce, Florida, 130 miles from the city and Anheuser-Busch is owned by Belgium’s A-B InBev.

By Neat Pour Staff