Drinklusive is now in its second year - congratulations! What inspired you to create this mentorship program, and how has it evolved since its launch?
Thank you. We’re honestly over the moon. Looking back at my early days in the drinks industry, it was an intimidating space, and whilst there is a lot of love in our world, I often felt like an outsider. As someone who is openly gay, with Tourette’s and ADHD, I just didn’t see anyone like me.
Despite many thoughtless comments over the years, which could have easily held me back, I’ve fought relentlessly to build myself a platform, a voice and a community. I may not have taken the conventional route, but my goal isn’t to win approval from everyone, it is to make this industry an inclusive place where anyone, regardless of the colour of their skin, who they love or what they live with, can come together, embrace each other’s differences and use their learnings to help this industry thrive.
That’s where Drinklusive came from. In its first year, we supported six mentees from underrepresented ethnicities, LGBTQIA+, and disabled and neurodivergent communities, helping them fast-track their education, credibility, and personal brands in the industry.
Fast-forward to 2025 and we’ve added a number of exciting advancements to the mentorship. Our 2025 cohort will receive their WSET Level 2 and 3 certificates in either wine or spirits, a multitude of paid commissions across even more leading wine and spirits publications, monthly seminars with industry leaders, and access to the Drinkslusive Mentor program of more than 60 of the brightest minds within drinks.
They’ll also receive paid work experience at London Wine Fair and have their public profiles boosted through targeted ad campaigns. We can’t wait to meet our 2025 mentees and get started on creating more beautiful change in the industry.
What barriers do under-represented communities face when trying to enter or progress in this space, and how does Drinklusive help break those down?
The drinks industry has long been a world of velvet ropes and secret handshakes. If you know the right people, you’re in, but if you’re from a background that isn’t typically seen or heard in those spaces, the climb can feel near impossible.
Let’s be honest: there are barriers at every level. From unpaid internships that exclude those without financial backing, to hiring practices built around cultural fit instead of actual potential. If your face doesn’t match the room, if your name makes people stumble, or if you’re navigating the world with a disability or neurodivergence, the message - subtle or not - is often: this isn’t for you.
And that’s exactly why Drinklusive exists.
Aidy Smith has built a strong international profile championing those from underpresented backgrounds and in particular has used his own Tourette's condition to help share awareness and a better understanding of what Tourette's Syndrome is and the impact it has on individuals
We didn’t build this program to tick a box. We built it to smash through the glass ceiling and throw the ladder back down for others to climb. Drinklusive gives mentees tangible tools: professional qualifications; paid commissions; hands-on experience; and one-on-one time with some of the most established names in the industry.
But beyond the practical, we give people something far more powerful: access; visibility; and community.
We show them what is possible when someone believes in you. When you are no longer trying to fit into a system that was never designed with you in mind, but instead, building a new one where difference is a strength.
It’s also not just about what the mentees take away, it’s what the mentors and the wider industry gain by being part of this movement. New voices. Fresh ideas. And a drinks world that looks a whole lot more like the real one.
The program pairs mentees with some of the industry’s most established figures. What impact have these mentorships had so far, both on the mentees and the mentors?
The mentorship differs from traditional ones in that we don’t just assign one mentee to one mentor. Each mentee will have 60 minute sessions with a minimum of 10 different people, and there’s an important reason for this.
Drinklusive can only be a success if our mentees are able to build and foster a beautiful relationship and community within our industry. By meeting as many mentors as they can, who in turn introduce them to others, they are able to create an incredible support network which achieves this. There’s a phrase “it’s all about who you know” and our aim is to get our mentees in front of as many people as possible so doors open and opportunities flourish.
I love how you have worded this question too, because you have picked up on something that I hadn’t even thought of until after cohort one came to an end. It’s not just our mentees who learn. By sitting down and chatting with our mentees, every single mentor walks away with a heightened understanding of the barriers that have existed for certain communities, while also seeing the true passion, potential and ambition within our cohort.
It’s a beautiful moment when you feel like you finally “get it” and I have had so many mentors tell me that being a part of Drinklusive has changed their mindset and enabled them to learn more about themselves in the process too.
Your own career spans TV, journalism, and broadcasting, and you’ve been open about being neurodivergent and part of the LGBTQ+ community. How have these personal experiences shaped the way you approach mentorship and inclusivity?
I think they have allowed me to look at the world in a different way. As a child diagnosed with Tourette’s, I was told I would be limited in life, that I would never drive, go to university, or hold a job. As someone who is gay, I was always made to feel like I would have to conceal my identity and pretend to be someone I wasn’t.
As a result, I’ve had to come out twice - once as gay and once as having Tourette’s - two things that I hid from the world out of shame for a very long time.
Aidy Smith regularly uses his profile to speak out on neurodiversity and inclusion issues
I have been fortunate enough to meet some remarkable people on my journey who have helped shape me and given me the courage to embrace my true self. I have also really worked hard to find support through mentorships, incubators, and other programs that help people like me - those who think differently - realise their full potential.
All of these experiences have shaped Drinklusive. The mentorship program is built to show those who think differently that there is a path for them, that they can break boundaries and achieve what was once thought impossible. It’s a fast-paced program requiring effort and energy, but the rewards are immense and by participating, our mentees will inspire others and contribute to building a culture where everyone feels they belong.
Mentorship programs in the drinks industry aren’t common. What do you think makes Drinklusive stand out, and what do you hope others in the industry take away from it?
It took me two years to put this together - and I truly believe it’s the most comprehensive mentorship program in the drinks industry.
What sets us apart is our commitment to inclusivity, ensuring all underrepresented communities have a seat at the table. Not only will our mentees receive paid commissions for celebrated international wine and spirits publications, but they will also get key WSET Level 2 and 3 qualifications in wine or spirits.
The mentees who took part in the first Drinklusive initiative in 2024
Beyond this they will have access to our Drinklusive mentors, over 60 of the brightest minds from all walks of life, and communities, in the drinks industry, monthly seminars to deepen their industry knowledge, and they will receive targeted ad campaigns to boost their public profiles.
Programmes like Drinklusive allow you to see the gleaming lights of our industry, those who genuinely want to make others feel welcome without expecting anything in return. I’m deeply grateful to our Drinklusive mentors for setting such a powerful example of what this industry can and should be. A place where everyone is welcome, and inclusivity is the standard. I hope more brands and individuals take this example to heart.
The drinks industry is constantly evolving. Do you think brands and companies are doing enough to champion inclusivity, or is there still a long way to go?
I can’t even sugarcoat this - no, they are not doing enough, and there is still a long way to go. The amount of lip service we have encountered is staggering. So many people have applauded what we are doing, offering their full support, only to disappear the moment we actually need it.
It’s been eye-opening and, honestly, brutal. I’m a tough cookie, but there have been days where the lack of real backing makes you feel so insignificant that it takes a real toll on your mental health. Holding onto the passion in those moments isn’t easy.
Beyond that, I also think that a lot of our industry looks at this in the wrong way. Underrepresented people bring a set of skills to the table that when cultivated properly will allow organisations and brands to stand out from the competition.
Mentees in the 2025 programme will get the chance to get paid work at the London Wine Fair in May
They are not a charity case, they are investments. If more organisations saw it from that perspective, they would be far more engaged, recognising the long-term economic value. Right now, though, DE&I efforts often feel like nothing more than a box-ticking exercise, usually driven by one or two deeply passionate individuals who, more often than not, are either from an underrepresented community themselves or have a personal connection, like a child with a disability. It will be interesting to see how things unfold this year.
That said, despite the above, it cannot be forgotten that there are some truly remarkable brands, organisations and individuals out there who set the benchmark. Global Brands, Decanter, The Gérard Basset Foundation, Casillero del Diablo (Concha y Toro), Remy Cointreau, WSET and Jancis Robinson MW to name a few. I
It’s the people within these organisations who should know that they are making a real difference and how truly thankful we are to them for that.
For those considering applying, what does the selection process look like, and what qualities do you look for in a mentee?
For those considering applying, the selection process is straightforward, but we look for candidates who put real effort into their application. Show us that you genuinely care and that you are passionate about this opportunity. We carefully read through every single application to get an understanding of how much the program could help each individual shine. One of the key qualities we look for is enthusiasm. How much energy and commitment you will bring to the program.
Ultimately we can only accept six mentees each year, and last year we received over 100 applications. Once applications close in mid April, we’re typically able to make a decision within two weeks as to who we will onboard.
How can industry leaders and businesses support the initiative and help create a more inclusive and accessible drinks world?
An excellent question. Firstly, by amplifying our efforts. Simply sharing the fact we are doing this will help us reach a much wider audience and make a bigger impact. We have resources for any organisation or brand who wants to highlight their support for our mentorship by doing a simple post on social media.
Secondly, by considering integrating Drinklusive into their commercial marketing activities. It’s no surprise that we need to cover the costs of the program for it to live on. Last year we listened to key feedback and we have now adapted the program to allow brands to join from a marketing perspective and activate a campaign directly with our mentees.
These campaigns will sit on The Three Drinkers platforms, which has an engaged audience built up over three seasons of an award-winning TV series on Amazon Prime (and key airlines), podcasts, radio shows and more. It’s a comprehensive marketing activity that helps cover program costs, compensates mentees, and guarantees results for participating brands.
What’s next for Drinklusive? Do you have plans to expand or introduce new elements to the program in the future?
We do indeed. The Drinklusive Mentorship Programme focuses on individuals who are passionate about wine and spirits. In the coming months, I will be announcing a new program in collaboration with a leading global hospitality venue, designed to support wine and spirit brand owners and founders from underrepresented communities. There’s nothing like this ever been done before, and I can’t wait to share more.
- To find out more about Drinklusive here. Entries for the 2025 program close on April 9. Click here for the application form.
