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Beam Suntory And Brown-Forman Join Diageo In Social Media Movement

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Spirit industry giants Beam Suntory and Brown-Forman have joined with Diageo in pausing their paid advertising campaigns on social media – at least for the month of July 2020 – in support of the Stop Hate for Profit movement, a month-long boycott [originally of Facebook alone, but which has morphed to other social media platforms] to tackle hate speech on social media.

Beam Suntory, Brown-Forman and Diageo join other industry giants such as Coca-Cola, Ford, Microsoft, Starbucks and Unilever, involved in the movement. The @StopHateForProfit initiative was launched last month by a group of six organizations – the Anti-Defamation League, the National Association for the Advancement of Colored People (NAACP), Sleeping Giants, Color of Change, Free Press and Common Sense – who were asking companies to “act against hate and disinformation” being spread [primarily on Facebook].

Chicago-headquartered Beam Suntory said it has joined the Stop Hate for Profit campaign, and specified its advertising on Facebook and Instagram in the USA would be stopped this month – and would assess their advertising approach beyond July.

Beam Suntory issued a statement, which said: “We stand up for what’s right, and we stand with all who are committed to the fight against hate speech, racism and prejudice. That’s why Beam Suntory is joining #StopHateForProfit, pausing all paid Facebook and Instagram advertising in the US across our brand portfolio throughout July. We hope this collective action helps catalyze positive change and accountability, and we will evaluate our advertising approach beyond July as we await Facebook’s response.”

Meanwhile, Louisville-based Brown-Forman also confirmed they would stop their paid global advertising indefinitely across its portfolio of brands – which includes the wildly popular Woodford Reserve Bourbon – on Facebook, Instagram and Twitter. The group also said it would evaluate its social media strategy.

Brown-Forman issued a statement, which said: “Respect is at the core of who we are and how we operate. Brown-Forman is taking time to pause and reflect upon how we, along with our media partners, can be better and do better. During this time, we reiterate our belief that more can and should be done to address inequality, hate, and racism.”

Additionally, Brown-Forman has also offered a donation to Chris Montana, the African-American founder of Du Nord Craft Spirits, after his warehouse was severely damaged during the recent anti-racism protests in Minneapolis.

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