The Drinks Trust announces partnership with Equal Measures to create opportunities for ethnic minorities and marginalised groups in the drinks industry

The Drinks Trust today announces its partnership with Equal Measures. The initiative from founder Deano Moncrieffe (co-owner of Hacha Bar) aims to help enrich possibilities for those from Black, Asian, and other minority ethnicities, as well as those from other marginalised groups, such as queer and gender queer persons, those who are neurodivergent, or who face systemic barriers to their progression. The cornerstone of Equal Measures is built on creating new educational opportunities that lead to personal growth alongside education and project partner Hannah Lanfear (founder of The Mixing Class). The overall aim of Equal Measures is to deliver greater equity in the drinks industry.

The partnership with The Drinks Trust will offer educational courses and mentoring to individuals, as well as supporting businesses to improve their internal practices.

Deano “I am proud to announce this exciting partnership with The Drinks Trust. We have a shared vision of how we can support individuals, groups, communities and companies who understand the importance of diversity, inclusion and equality in our industry. Most importantly for me The Drinks Trust understands just how much work still needs to be done to improve many areas of our industry and together we believe we can create positive long-lasting change. Since I founded Equal Measures, I always wanted it to progress and grow to be a support network for anyone who reaches out in need of help or guidance. Alongside Hannah Lanfear (founder of the Mixing Class) and The Drinks Trust I feel Equal Measures is now able to offer tangible levels of support to a wider cross section than would’ve been possible without these two key partnerships’

Hannah Lanfear added, “A key tenet of The Mixing Class is our belief that education should be used for the power of good. We are delighted to be working with Equal Measures to strive for greater diversity within hospitality, and to ensure a brilliant career in this fantastic industry is within the reach of all who dream of it. Working with the Drinks Trust gives us a fantastic opportunity to widen the scope and ability of this grass roots project, generating positive change and an enduring sense of community, the country over.”

Ross Carter, CEO of The Drinks Trust, says, “We are excited to be launching the partnership with Equal Measures to deliver this ongoing initiative which will enable our industry to diversify, and to be more representative of the people it serves in order to benefit from the value that a more diverse workforce provides. So now is the time to act as an industry and we would call on all businesses to support this initiative through funding and participation”.

Equal Measures provides participants with the tools they need to create and sustain rewarding careers. Challenging existing hiring practices will build awareness of obstacles for marginalised groups and collaborate with the industry to resolve existing biases. The Equal Measures Education and Mentorship Programme is available to anyone who works in the cocktail and spirits industry. Participants will be given the opportunity to bolster their CV with fantastic industry relevant courses, WSET Spirits Level 2 & Level 3, delivered by the world’s leading independent supplier of WSET Spirits education, and Equal Measures Education Partner, The Mixing Class. They will also be twinned with a leading industry figure, who will take a vested interest in their professional development and offer mentorship for a minimum of three months. Each quarter 30 candidates will be admitted to the program from around the UK.

In 2022 Equal Measures will expand to launch The Equal Measures Outreach Program in several cities within the UK, designed at bringing young people from marginalised communities into the cocktail and spirits trade, arming them with the education and skills needed to flourish within hospitality. 

2022 will also see the lift-off of a series of Community Days hosted by the all new Hacha Brixton. Equal Measures’ Community Days have been designed to bring together the drinks community in allyship, and will feature a host of exciting topics, sponsors, and collaborators who will gather to celebrate diverse voices, and offer a network of support to those from marginalised groups.

For businesses who want to better their internal practices when it comes to diversity and inclusion, it offers a range of advice and support on best practices, and education for their teams to ensure the workplace is inclusive and equitable for all.

If you would like to support Equal Measures or would like more information about how to create a more inclusive working environment, please visit for more information or contact us Please also follow us on social media;

Previous The new face of REAL
Next Deborah Meaden calls for the hospitality industry to invest in energy efficiency this winter