Drizly, the alcohol ecommerce retailer owned by Uber, has announced an initiative called Sips with Purpose—a program supporting the growth of brands owned by members of historically underrepresented groups in the alcohol industry.
Sips with Purpose Brand Accelerator Program includes a $4 million media commitment which will be used to raise awareness for the brand, as well as support them as needed. It is designed to establish equity within the industry by providing three brands with access, education, and insights regarding producers, distributors, and retailers. They will receive free advertising across Drizly’s platform for a year, and access to the company’s data and marketplace insights.
"We have seen tremendous growth and demand for more diverse brands on Drizly over the last several years. The launch of our 'Sip with Purpose' initiative is meant to further support and invest in these brands' continued success," says Cory Rellas, Drizly CEO, in a statement. "This program utilizes Drizly's ecommerce expertise, industry relationships, and consumer marketplace to bring greater awareness to these entrepreneurs and their incredible products."
Applications for the program will be accepted until September 12. To qualify, an owner of the company who holds at least 50 percent ownership must identify as a member of an underrepresented group.
Drizly’s commitment to diversity, equity, and inclusion is further demonstrated by enabling consumers to browse a hub that aggregates all AAPI-, Black-, Hispanic-, Latinx-, LGBTQIA+-, Native-American-, and woman-owned brands on the platform.
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