Johnnie Walker Turns Gaze to Diversity in Spirits Industry
Skip to main content

Sign up for the brand-new Whiskey Raiders Bottle of the Month Club! Register in May to receive an early-bird discount on your first month.


More to Enjoy

  • Tequila Raiders
  • Rum Raiders
  • Gin Raiders

Iconic Scotch Producer Johnnie Walker Turns Gaze to Diversity in Spirits Industry

Johnnie Walker

Johnnie Walker is displayed at the Johnnie Walker x VF Oscar Party at Wallis Annenberg Center for the Performing Arts on Feb. 9, 2020, in Beverly Hills, California. (Photo by Presley Ann/Getty Images for Vanity Fair)

Scotch whisky brand Johnnie Walker has announced a partnership with Equal Measures, a charity that supports marginalized groups.

The yearlong partnership will kick off with a series of events to support Equal Measures students and help them start careers in the drinks business.

Deano Moncrieffe, owner of Hacha Bar in Dalston and Brixton, founded Equal Measures in order to provide opportunities for marginalized groups who work in the drinks industry. Anyone 18 and above who works in the drinks industry from a marginalized background is eligible to participate in the program.

“Equal Measures is founded to support anyone who feels marginalized and faces entry barriers into the wider world of hospitality,” Moncreiffe said. “Our intention is to create a regular, open for all, series of events where we can celebrate the local community.”

Students will be paired with a representative from Johnnie Walker or another brand sponsor who will provide mentorship for at least three months.

According to the Equal Measures Website, there will be community day events where participants can come together. The goal is to establish a social center for Equal Measures, as well as build cooperation and togetherness within the drinks business.

Johnnie Walker’s Global Brand Ambassador, Tim Philips-Johansson. Image via Equal Measures.

“Community Day will be hosted every month at the Brixton bar,” Equal Measures said. “Themes for 2022 include food-pairing masterclasses, panel discussions, and management coaching, with the aim of providing insight and training to students and highlighting the importance of supporting local businesses from ethnic minorities.”

Kicking off the Community Days is Johnnie Walker. Participants will create their own Johnnie Walker highball during a masterclass on Highballs given by Johnnie Walker’s global brand ambassador, Tim Philips-Johansson. Participants will engage in a fun competition to see who can make the most original Johnnie Walker highball.
Students will be given a small budget to buy alcoholic and non-alcoholic beverage items from local markets and vendors in order to draw inspiration from Brixton while also giving back to the community.

Here at Whiskey Raiders, we do more than write about current events in whiskey. We are the only media property reviewing whiskeys and aggregating the scores and reviews of other significant voices in the whiskey world in one place. If you’re interested in getting a shot of whiskey in your morning email, sign up for our Daily Dram Gram!

This post may contain affiliate links, so we may earn a small commission when you make a purchase through links on our site. This helps support Whiskey Raiders at no additional cost to you.

Filed Under:

Follow Whiskey Raiders:

Madison Kopta is an editor at Whiskey Raiders. As a Northern California native and mom of four, Madison spends much of her time enjoying the great outdoors with her family. From camping to keeping an eagle eye out for Bigfoot, you can find Madison in nature, enjoying a glass of whiskey with her husband.