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Heineken Strengthens Its Commitment To Economic Inclusivity Through New Partnership With Pharrell Williams


The partnership between HEINEKEN USA and Black Ambition builds on the beverage company’s commitment to economic inclusivity and equity among historically underrepresented and divested communities.

As the exclusive beverage alcohol sponsor for Black Ambition, HEINEKEN USA’s support will amplify Black Ambition’s objectives with financial and event support. The beverage company will also provide tailored content and executive coaching sessions for founders in the Black Ambition network.

Additionally, HEINEKEN USA has plans to tap into the podcast game as a sponsor of Black Ambition’s show entitled, “Decode the Encoded.” The podcast hosts a variety of subject matter experts to talk through practical issues business owners encounter.

“Understanding that financial and professional support are crucial for entrepreneurs and small businesses to succeed, we’re excited to begin our work with Black Ambition to achieve our shared vision of building inclusive communities and closing the opportunity gap,” said Josephine Bertrams SVP and chief corporate affairs officer of HEINEKEN USA.

The partnership with Black Ambition is key to HEINEKEN USA’s community engagement strategy. The alcohol company seeks to utilize its employee resource groups, consumers, and digital partners to create a lasting impact in targeted communities by focusing on initiatives that promote social justice and amplify the causes of racial, gender, and LGBTQ+ equity.

To make this happen, HEINEKEN USA has created and launched Community Compass. The new platform is a self-service system that helps employees identify specific volunteer opportunities and gives them the autonomy to determine how to give back to communities in ways that are most meaningful to them. HEINEKEN USA employees are given two service days each calendar year to contribute to this work.

“We are excited about this partnership. The opportunity for our entrepreneurs to have access, mentorship, and strategic support from the HEINEKEN USA team will be extremely valuable along their entrepreneurial journey,” said Felecia Hatcher, CEO of Black Ambition.

Courtesy of Heineken

The launch of this partnership aligns with HEINEKEN’s Brew a Better World initiative, which aims to create positive impacts on the environment, enhance social responsibility, and promote the responsible consumption of alcohol.

Collaborating with Black Ambition strengthens HEINEKEN USA’s inclusion and diversity commitment to its employees, consumers, and communities. In addition, it adds to their list of pre-established alliances with groups like the Congressional Black Caucus Foundation, the Congressional Hispanic Caucus Institute, Vital Voices, and more.

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