Tequila brand Hornitos has pledged US$135,000 to support non-profit organisation Glaad, the world’s biggest LGBTQ+ media advocacy organisation.
Glaad works to accelerate LGBTQ+ acceptance. Through this partnership, Hornitos Tequila will support Glaad in its efforts to amplify LGBTQ+ voices.
The funds will help Glaad’s mission, and will also go towards providing grants for two LGBTQ+ community activists to advance each individual’s advocacy work.
The chosen grant recipients will be announced later this year and celebrated through local events.
Rashidi Hodari, managing director of Tequila at Beam Suntory, said: “Hornitos Tequila aligns with partners that break tradition and challenge the status quo.
“We are honoured to support and bolster Glaad’s mission, while encouraging others to take chances and make change in their communities.”
Hornitos said the partnership tied in with the brand’s ‘a shot worth taking’ ethos, designed to inspire people to create opportunities and take changes in life.
In 2021, Hornitos was the official Tequila partner of New Fest, New York’s largest presenter of LGBTQ+ film and media, and the biggest convener of LGBTQ+ audiences in the city.
John McCourt, Glaad’s deputy vice-president of strategic partnerships, said: “By partnering with Glaad as well as supporting and amplifying the work of LGBTQ activists, Hornitos Tequila is showcasing its commitment to supporting LGBTQ visibility and acceptance on a national and local level.
“Hornitos Tequila’s donation will help to support Glaad’s culture-changing work and programmes, including our ongoing efforts to work through media to combat anti-LGBTQ discrimination.”
Last year, The Spirits Business explored how the global on-trade can foster welcoming environments for LGBTQ+ staff and customers.
Plus, after learning how gentrification and the global pandemic have hit bars that cater specifically to the LGBTQ+ community especially hard, we explored what is being done to protect these vital venues.