How is The Drinks Industry Facing a DEI Crossroad?
The beginning of US President Donald Trump’s second term has seen companies re-thinking DEI policies in line with President Trump’s focus.
As businesses across the US reconsider DEI policies, some drinks companies have turned away – while others continue their efforts quietly or double down on their commitment.
Trump’s DEI influence
President Trump’s remarks underscore a growing movement against DEI across corporate America.
High-profile companies are rolling back diversity-focused initiatives, including:
The drinks sector, which contributes approximately 1.65% to the US economy and generates an annual economic impact of US$363.33bn is now caught in the debate.
Wine Unify, a group promoting wine education for underrepresented minorities, is currently advocating for DEI initiatives.
“This climate is distressing, and people are very concerned across the board. DEI has become controversial, leading some organisations to distance themselves from it.
“DEI has become the F word, so I don’t even use it in the context of our work,” Alicia Towns Franken, Executive Director of Wine Unify explains.
“I use the words: diversity, equity and inclusion. If those words trigger you, the problem is with you.”
Alicia notes that drinks companies are responding in three ways:
- Some are publicly moving away from DEI
- Others are reaffirming their commitment with financial and educational support
- A third group continues the work without drawing attention to it.
Retreating from DEI
In 2023, Bud Light became a focal point of the anti-DEI movement after partnering with transgender influencer Dylan Mulvaney.
The backlash led to consumer boycotts and a nearly 30% decline in sales.
This response signalled a wider corporate shift, with internal emails revealing that major drinks companies such as Brown-Forman and Molson Coors have scaled back DEI policies.
Brown-Forman has announced changes to its training programmes, abandoned workforce and supplier diversity targets and ceased participation in the Human Rights Campaign’s corporate equality index survey.
Molson Coors has taken similar steps, ending DEI-based training and supplier diversity goals, along with withdrawing from the corporate equality index social rating system.
Despite these high-profile changes, some brands remain committed to DEI.
Large drinks companies are continuing to implement diversity initiatives but with less public promotion, including:
- Jackson Family Wines
- Constellation Brands
- Southern Glazer’s
- Gallo
- The Boston Beer Company
- The Brooklyn Brewery
- Diageo
A quiet commitment to diversity
For many companies, diversity remains central to business operations, even if they no longer emphasise it in marketing.
Russell Moss, General Manager of Milea Estate Vineyard, highlights: “At Milea Estate Vineyard, we’ve always believed in hiring based on talent, passion and a shared drive to propel Hudson Valley wine into a new era of excellence.”
Milea’s leadership reflects this philosophy.
The company's Hospitality Manager, Mina Do, and Executive Chef, David Kim, both of Korean descent, bring a unique perspective to the brand.
Winemaker River Allan is one of the few transgender winemakers in the world.
Russell Moss comments: “These diverse perspectives help shape not only our work culture, but also the experiences we create for our guests”.
Ellie Anest, Founder of Eleven Eleven Wines, shares: “As a first-generation college graduate and the daughter of a Greek immigrant mother, I understand first-hand the challenges of feeling different in certain social circles.
“Our dedication to diversity, equity and inclusion is not just a corporate value, it is a deeply personal commitment that reflects my own journey and the fundamental ideals of fairness and opportunity that define the American experience.”
European brands, such as Italian sparkling wine producer Ferrari Trento, continue to implement diversity and inclusion initiatives while keeping a lower profile.
Communications Director at Ferrari Trento, Camilla Lunelli, explains: “It is not something we want to hide, but it’s also not something we necessarily feel the need to promote in marketing material.”
Trois Noix Wine in Calistoga, founded by Jaime Araujo in 2013, sees diversity as integral to its mission.
“It was built on the pillars of creating community, possibility and opportunity,” says Jamie Araujo.
“We focus on creating and expanding opportunities for intentionally and historically ignored groups in wine. DEI isn’t an initiative for us. It is part of our DNA. It’s the flour in the cupcake, not the frosting.”
As the debate over DEI intensifies, the drinks industry continues to navigate a shifting landscape.
Whether openly advocating for inclusion or taking a quieter approach, many brands remain committed to fostering opportunities.
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