This partnership positioned Diageo and Smirnoff as leaders in inclusive hospitality by addressing a critical industry gap: the need for safer, affirming spaces for LGBTQIA+ patrons and staff. Through GET Phluid, the initiative delivered tailored education and training programs designed specifically for bar, nightclub, and hospitality environments nationwide.
The program scaled across up to 500 key locations, combining in-person education with an advanced virtual curriculum hosted on Diageo Bar Masterclass. This hybrid approach ensured both depth and reach, equipping frontline staff and leadership teams with practical tools to create safer, more welcoming environments while embedding inclusivity into everyday operations.
Beyond training, the partnership reflected long-term strategic commitment. Diageo pledged $250K annually to support community initiatives through the Phluid Phoundation, reinforcing the work with sustained investment. The project highlights expertise in scalable education programs, enterprise-level partnerships, and aligning brand values with tangible operational change.