Johnnie Walker announces partnership with charity Equal Measures with its first ever Community Day

The world’s number one Scotch whisky, Johnnie Walker, has announced a year-long partnership with Equal Measures, a charity committed to greater equality in the drinks industry, and its first ever Community Day held in Brixton.

Marking the beginning of the collaboration and kicking off a series of events, Johnnie Walker will support Equal Measures students who are over-18 with engaging social events knowledge as a key industry player and ensure students who may have faced entry barriers into the bartending and cocktail industries are helped into rewarding careers.

Community Day launches on Monday 21st March at Hacha Bar, Brixton to celebrate the achievements of the current – and future – students of the Equal Measures Education and Mentorship programmes. Open to all, local communities, and young adults (over-18) considering careers in the hospitality sector are being brought together to enjoy a friendly competition that sees participants create a Johnnie Walker highball. This highball will embody the atmosphere and energy of Brixton, all under the watchful eye of Tim Philipps Johansson – global ambassador for Johnnie Walker – who will be there to give students an understanding of the nuance of the liquid and brand. Each entrant to the competition is given a cash fund to purchase ingredients for their creation from the local market, supporting businesses from the local area. The winners will also be given vouchers to spend at Hacha Bar and other local restaurants.

Speaking on the partnership, Global Brand Ambassador for Johnnie Walker, Tim Philips Johansson explains, We are proud to support Equal Measures as part of a long-term initiative that will help marginalised groups in to the on-trade. We hope to impart knowledge and encourage growth within the students of Equal Measures programmes and build long-lasting and sustainable careers for all those enrolled.”

Following its launch, Johnnie Walker will collaborate with Equal Measures on Community Day every month at Hacha Bar, Brixton as a chance for all to come together to learn from experts in the field. 2022 themes include food pairing masterclasses, panel discussions and management coaching with the ambition of providing valuable insight and training to students of the Education and Mentorship programmes and members of the public whilst also shining a light on the importance of supporting local businesses from ethnic minorities.

Johnnie Walker’s partnership with Equal Measures grew from a joint ambition to support marginalised groups in the mixology and bartending industries – whether at the bar or in the boardrooms.

Founder of Equal Measures and owner of Hacha, Brixton, Deano Moncrieff speaks out about Community Day, “We are grateful for the support of major player, Johnnie Walker, to help lift the first of these Community Day’s off the ground. Equal Measures is founded to support anyone who feels marginalised and faces entry barriers into the wider world of hospitality. Our intention is to create a regular, open for all, series of events where we can celebrate the local community.” 

Ross Carter, CEO of The Drinks Trust, comments: “We are excited to be participating in the launch of this new initiative with Equal Measures. The partnership between The Drinks Trust and Equal Measures will deliver greater equity and help our industry to diversify and become more representative of the people it serves. Now is the time to act as an industry and support the Equal Measures initiative and to encourage your staff and colleagues to attend the first Community Day on 21st March 2022.”

The Equal Measures programme is available to anyone who works in the drinks industry from marginalised backgrounds and over the age of 18. Applicants are encouraged to apply through the Equal Measures website, and upon successful application, will be paired with a leading industry figure from Johnnie Walker or other brand sponsor, who will take a vested interest in their professional development and offer mentorship for a minimum of three months.

For more information on the partnership and 2022 plans, visit

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