The Endeavour Group has partnered with LGBTQ+ owned and operated Ampersand Estate; a winery and distillery in Pemberton, Western Australia. Endeavour says it the partnership demonstrates its support for local producers that are as committed to diversity and inclusion as it is.
BWS area manager Damien Watts is a member of Proud at Endeavour.
He said, “We are always looking to work with suppliers that craft products that we think our customers will love, but we are increasingly looking to partner with suppliers that also share our values.
“One of our values is that ‘We’re inclusive’, which is why we approached Ampersand. They are focused on building a culture of diversity, acceptance and equality, just like we are,” he added.
The move echoes the insights shared by CEO Steve Donohue at the Drinks Association's Network Breakfast in May when he discussed Gen Z and their consumption habits. He said that their spending is in part guided by their conscience when it comes to sustainability and community.
“They will divert their spend based on how much you demonstrate you care and whether you are aligned with them when it comes to the way you offer your product,” Donohue said.
It also aligns with Endeavour's commitment to support the communities around Australia in which it operates. A selection of Ampersand Estate wines and Rainfall spirits are now available in 50 BWS and Dan Murphy’s stores in WA and will soon land in selected ALH hotels.
“It is a huge milestone for our business and for the wider Pemberton community to have our products on the shelves and bars of Australia’s biggest drinks and hospitality group,” Ampersand co-founder and co-owner Corrie Scheepers said.
Ampersand Estate was founded by business partners Corrie Scheepers and Melissa Bell in 2021.
“Pemberton is a small town, so we really stand out as LGBTQ+ owned and operated, so it is a wonderful opportunity for us to make an impact and help create a really inclusive community,” Corrie said.
Originally a logging town, the small community has in the last few years been transitioning to other industries as native forest logging in Western Australia will end at the start of 2024, and Ampersand has been providing employment and income to locals.
“We are deeply connected to the local community; all our employees are locals, and we also work with local farmers in creating our products. Our gins and vodkas are made out of a base of Pemberton grown potatoes, and we also use citrus and cherries to infuse flavours into our cherries. Every time someone takes a sip they are supporting a local community,” he said.
“We are passionate about helping create new jobs in the community to show our support to the state government for making this historical decision to protect the environment,” he added.
Alannah MacTiernan, Minister for Regional Development in WA, recently met with Ampersand founders Corrie and Melissa at Dan Murphy’s Albany to celebrate the ranging.
“Ampersand Estates is the jewel adding new fire and brilliance to the WA premium beverage market: creating a truly extraordinary gin and wine that are the latest local heroes embraced by Dan Murphy’s and BWS. I love their energy and creativity,” Minister MacTiernan said.
Ampersand Estate is now working closely with Proud at Endeavour, a 300+ strong network of LGBTQ+ and Ally team members, on a range of events and initiatives in WA.
Pictured above: Alannah MacTiernan, Minister for Regional Development in WA, Ampersand Estate's Corrie Scheepers, Endeavour Group Damien Watts and Ampersand Estate's Melissa Bell
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