Diageo co-founds diversity and inclusion initiative for spirits industry

Diageo has teamed up with industry experts to launch Pronghorn, an initiative that focuses on expanding diversity, equity and inclusion across the alcohol industry.

The owner of Guinness joins Dia Simms and Erin Harris as a founding partner of Pronghorn, which will form a dedicated standalone business, supported by a significant anchor investment from Diageo.

The ten-year initiative will focus on cultivating the next generation of diverse founders, executive leads and entrepreneurs, with the aim of driving long-lasting change across the total industry ecosystem.

Through the partnership, Pronghorn will identify and nurture new brands and nourish emerging businesses through capital investment.

“Diversifying the industry accelerates innovation and competitiveness, and our strategic approach to recruit, retain and advance the black community and communities of colour within the industry alongside Diageo North America couldn’t be more necessary and timely,” said Pronghorn co-founder, Erin Harris.

“We understand first-hand the importance of being motivated and the critical need for ownership and participation at every level of the category.”

The initial phase of the economic impact initiative will focus on addressing the lack of equitable representation among the black community in the spirits industry by stimulating entrepreneurship, recruitment and retention.

“We’re honoured to work alongside industry veterans and visionaries as they work to create a blueprint to effectively diversify an entire industry,” said Debra Crew, Diageo North America president. 

“We recognise that the black community within the category has been underrepresented and there are few sources of funding available. Our aim is to swiftly fuel change in the right direction with the qualified and motivated guidance of the creators of Pronghorn.”

The initiative aligns with Diageo’s ten-year action plan “Society 2030: Spirit of Progress” – which includes a commitment to increase the representation of leaders from ethnically diverse backgrounds to 45%.