Diageo Unveils New 10-Year Effort To Drive Diversity In The Spirits Industry

Diageo has partnered with drinks industry veterans Dia Simms and Erin Harris to create a 10-year initiative to develop a new, diverse generation of founders, executives and entrepreneurs. The partnership, called Pronghorn, will be a standalone entity focused on expanding diversity, equity, and inclusion within the beverage alcohol industry, with the goal of helping participants in the Black community generate $2 billion of economic value in the U.S. The initiative’s name was inspired by the pronghorn, an antelope-like creature that’s the fastest land mammal in North America.

The Diageo-backed effort is part of its recent announcement of Society 2030: Spirit of Progress, a global 10-year action plan to help create a more inclusive and sustainable world. Diageo has committed to increase representation of global leaders from diverse backgrounds to 45%, achieve at least 50% representation of women in leadership roles, and foster community programs designed to enhance diversity and inclusion by 2030, among a variety of other goals.—David Fleming

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