As bartenders across the country continue to
struggle due to COVID-19 closures, organizations are stepping up to the plate
to ensure that hospitality workers are given the help they need.One such organization is whiskey manufacturer
Rabbit Hole, who just announced their partnership with New Orleans-based Tales
of the Cocktail Foundation, a leading non-profit organization in spirits
education, in order to help support the American bartending community.The partnership has launched their
#2DreamInside Campaign, with an initial pledge of $50,000 and up to an
additional $150,000 in support of the foundation's initiatives. Additionally,
Rabbit Hole has pledged $2 for every social media post that shares the
#2DreamInside hashtag.
Founded in 2012 by whiskey-maker Kaveh
Zamanian, Rabbit Hole prides itself on its innovative and dynamic approach to
whiskey-making. This new campaign is directly reflective of Zamanian's own
story, as he left his successful career as a psychologist to pursue his lifelong
passion of spirits and to create his own whiskey company. The #2DreamInside
Campaign follows this inspirational message by encouraging bartenders, cocktail
professionals, and cocktail-lovers to think about how their lives might look in
better days and how they might be able to help others in the process.
"Ironically, crisis forces clarity, and with
COVID, there is an opportunity to help others look inside to find their dream,"
said Zamanian. "So, we've partnered with the Tales of the Cocktail Foundation
to launch the #2DreamInside campaign. We hope that this campaign encourages
folks to take time, look inside, share their dreams, and pursue their true
calling."
Proceeds from the campaign will primarily help
aid the various health and wellness initiatives supported by the Tales of the
Cocktail Foundation. These include Full Hands In/Full Hands Out, a weekly
webinar series that brings leaders in the world of spirits together to discuss
the biggest topics of the spirits community, and Beyond the Bar, an initiative
to advocate for health and well-being within the global drinks industry. Additionally,
the campaign will also include positive original content from Rabbit Hole and the
Tales of the Cocktail Foundation, including livestream video interviews with
Kaveh and the Tales of the Cocktail Foundation, bartender challenges, livestream
mixology classes, 360-degree virtual tours of the Rabbit Hole Distillery,
virtual Happy Hours, and virtual tastings with chefs.
"We are honored to partner with Kaveh and the
Rabbit Hole team to provide meaningful COVID-19 relief efforts to bartenders in
our network during these challenging times," said Caroline Rosen, president of the
Tales of the Cocktail Foundation. "We are immensely grateful to establish a
long-term partnership that will allow us to keep our bar industry connected
while furthering our mission to educate, advance, and support this global
community."
Although based in Kentucky, Rabbit Hole has
made its way to the Big Easy as part of the brand's national distribution
drive. For folks looking to check out the brand's popular spirits, keep your
eyes peeled for their new London Dry Gin that launched earlier this month. Aged
and finished in the brand's "Boxergrail" Kentucky straight rye whiskey barrels,
this new gin is, Zamarian says, "a spirit that celebrates the opulence of
traditional English gin and the enduring charm of Kentucky rye."