Drizly announced its ‘Sip with Purpose’ initiative – a new program dedicated to supporting and driving growth of brands owned by members of historically underrepresented groups in the beverage alcohol industry. This initiative includes a $4 million media commitment to raise awareness and support these brands, as well as the launch of Drizly’s Brand Accelerator Program and introduction of new ways for consumers to shop AAPI-, Black-, Hispanic-, Latinx-, LGBTQIA-, Native-American- and woman-owned brands on the platform year-round.
The year-long ‘Sip with Purpose’ Brand Accelerator Program is designed to drive equity within the beverage alcohol industry. With applications for the inaugural class now open, as part of the program, three brands will gain access, training, and insights across the three tiers of the beverage alcohol industry – producers, distributors and retailers. The accelerator will include training sessions led by an advisory council of industry partners and the Drizly leadership team, introductory meetings with top retailers and distributors in target expansion markets, and additional mentorship opportunities.
Participants will receive free advertising across the Drizly platform over the course of 12 months and access to Drizly’s premium data product to leverage marketplace insights to drive data-backed business decisions.
Drizly is accepting applications for the ‘Sip with Purpose’ Brand Accelerator Program until September 12th, with final participants to be announced in Fall 2022. To qualify, one or more owners of a beverage alcohol brand must identify as a member of a historically underrepresented group, and hold at least 50 percent ownership of the brand’s equity or interests, amongst other criteria. Eligible brands are encouraged to apply today by visiting the application page, where they can also find additional guidelines and learn more about the program. Brands must apply themselves.
This initiative includes a centralized hub on Drizly for consumers to browse, discover and shop these brands year-round. The hub aggregates all AAPI-, Black-, Hispanic-, Latinx-, LGBTQIA-, Native-American- and woman-owned brands on Drizly and available in a shoppers’ area in one place to empower consumers to “cheers” with brands that are made for them, by them.
Brands that are interested in identifying on the platform as owned by a member of a historically underrepresented group can visit the DrizlySupplier portal to opt-in and attribute their products on Drizly.