For more than 9-years, I have had the pleasure and privilege of representing the world’s leading luxury wine and spirits portfolio in Canada. During my tenure, my team and I have overseen the success of nationwide initiatives and helped cultivate Canadians’ perceptions and understanding of this category. Being a part of a global network, it is our team’s responsibility to uphold and bring awareness to the legacy of these storied brands and help cultivate a culture and audience for each product among trade, media and consumers.

Our trade partners including restaurateurs, mixologists, sommeliers, chefs and service staff have been impacted in immeasurable ways during COVID-19. Ours is one of the hardest hit industries – every day there are more and more of our favourite restaurants in every community closing across Canada.

Moët Hennessy in Canada is committed to supporting them. Through a national initiative titled, Coming Together, we created programs to help support the hospitality community through local and national initiatives that will continue throughout 2020.

In addition to a $50,000 donation made by the Maison Hennessy to the Bartenders Benevolent Fund, we have also initiated the following programs:

1 #HennessyMyWay – We are engaging 50 Canadian bartenders to showcase their mixology skills. Bartenders will share a 30-second social media video showcasing how they enjoy Hennessy their way for a chance to be featured on Hennessy.com. They will be offered renumeration and a branded Hennessy gift package.

2 The Coming Together Cocktail Project – “The Coming Together Cocktail Project” will feature cocktail recipes from Canada’s top 50 mixologists. This initiative aims to raise funds via the sale of a high-gloss coffee table or digital magazine, which will be available at key retailers across Canada later this year. All proceeds will benefit the Canadian cocktail creators.

3 Coming Together Instagram Live Cocktail Sessions – We are hosting weekly Coming Together Instagram Live cocktail sessions educating social media audiences on the essentials of cocktail making with brand ambassador Sabrine Dhaliwal and a special guest joining each week. We will make a charitable donation to each guest’s charity of choice. Cocktail sessions take place every Thursday at 4:00 p.m. PST on Sabrine’s Instagram page: @sabrinedhaliwal.

4 Restaurant & Catering Partnerships – To support local trade partners, we are designing bespoke consumer packages and promotions to create memorable at-home experiences featuring elements like virtual tastings, surprise guests and more.

As we continue to weather these unprecedented times, we are committed to…