Lifting spirits: Aidy Smith on building an inclusive drinks industry for all

Speaking to the drinks business, broadcaster, journalist and digital creator Aidy Smith reflects on why so many people still feel unwelcome in wine and spirits — and what he’s doing to change that. The post Lifting spirits: Aidy Smith on building an inclusive drinks industry for all appeared first on The Drinks Business.

Apr 4, 2025 - 12:15

Lifting spirits: Aidy Smith on building an inclusive drinks industry for all

In a world where the drinks trade often clings to tradition with the same devotion it gives to terroir, Aidy Smith is inviting the industry to rethink what inclusivity really means. Speaking to the drinks business, the broadcaster, journalist and digital creator reflects on why so many people still feel unwelcome in wine and spirits — and what he’s doing to change that. Best known for The Three Drinkers on Amazon Prime, Smith has become a familiar face in global drinks media — but it’s his work behind the scenes, challenging the industry to widen its welcome, that might leave the most lasting impact. Living with Tourette Syndrome and ADHD, and proudly LGBTQIA+, Smith knows firsthand what it means to navigate spaces that weren’t built with you in mind. His new mentorship programme, DRINKLUSIVE, is a direct response to that: a structured, funded initiative designed to bring LGBTQIA+, disabled, neurodivergent and underrepresented ethnic talent into the drinks world — and support them to stay there. Despite his success, Smith admits he still often feels like “I’m in the school playground again, and no one wants to pick me to be on their team because I’m ‘different’,” he tells db. It’s a feeling that, he says, is shared by many who attempt to enter an industry still shaped by narrow expectations and silent hierarchies. “It's extremely difficult to feel like you belong in an industry where your face, identity or body has never really been represented,” he says. “Where you constantly have to deal with systems that aren’t built for people like you. Where you’re offered a seat at the table but no one’s prepared to let you speak or be heard.”

Tokenism won't cut it

His critique of the current state of inclusivity in drinks is sharp and clear-eyed. “There is a cataclysmic lack of support for LGBTQIA+ initiatives in the drinks industry,” he states. “Year after year we see big brands, retailers and industry bodies jump on the rainbow bandwagon — and it’s pretty insulting, because it’s plain to see it’s all for show.” It’s not that there’s no interest in inclusion — it’s that too much of it, he argues, is performative. There are a few exceptions to this, with Smith acknowledging the wealth of support that organisations such as Rémy Cointreau, Barefoot and ABSOLUT have brought to the community during his time within the industry. And while certain inclusivity conversations have gained traction in recent years, others are still conspicuously absent. “The disability community feels disconnected from the industry, and there is still a great deal to be done here,” he explains. Neurodivergence and accessibility are too often overlooked or lumped in with vague "diversity" pledges. In practice, little is done to remove the barriers that make entering or advancing in the industry harder than it needs to be. One of the most striking parts of Smith’s message is how strongly he reframes difference as an asset — not a liability. “The irony is that people who are forced to think differently end up being a remarkable asset to businesses,” he says. In an industry built on storytelling, creativity and connection, he believes there’s a clear competitive edge in actively recruiting — and nurturing — those with fresh perspectives.

Bridging the economic divide

That’s also why DRINKLUSIVE addresses not only identity but also economics. Smith points out that “there are countless people who would thrive in this industry if they had the financial means to do so,” but “not everyone has the luxury of being able to work for free or afford a drinks-related qualification”. By removing those barriers and working in partnership with organisations like the WSET, he hopes to level the playing field in a real, practical way — not just through symbolism. “There’s this perception that the drinks world is already inclusive because we enjoy ourselves together over a drink,” he adds, “but it’s not that simple. People want to see themselves reflected in leadership, in content, in campaigns. And if they don’t, they’re less likely to engage.” For Smith, the motivation for launching DRINKLUSIVE also came from observing the gaps where real talent and passion were going unseen. “I constantly come across people who would thrive in our industry but have simply never had the access or support to take that first step,” he says. “The drinks world has an enormous opportunity to grow — but only if it’s willing to expand the table.” While some might see Smith as an outsider pushing for change, the reality is he’s embedded deeply in the industry. As a columnist for The Independent, a drinks TV personality and a regular voice on BBC Radio London through his Thirsty Thursday segment, he is as much a part of the establishment as he is a disruptor of it. Through his drinks discovery page @Sypped and his neurodivergence awareness platform @DisLabeled, he has built a digital space that’s as accessible as it is informative.

A new definition of sucess

Still, he’s candid about how easily the industry can revert to type. “It’s incredibly hard for people from underrepresented backgrounds to get a foot in the door,” he says. “Even harder to feel like that door stays open once they’re inside.” And success, he argues, shouldn’t mean assimilation. “We need to rethink what success looks like in this industry,” he adds. “For me, it’s seeing someone from a background the industry never thought to include become a leader, a voice, a changemaker.” It’s this kind of thinking that makes Smith’s approach so compelling — and, perhaps, so necessary. He isn’t calling for a dramatic dismantling of the industry’s traditions but for them to stretch wider and reflect the richness of the people consuming, serving and shaping the drinks of today. Inclusion, in his vision, is not a trend or an annual marketing strategy — it’s a standard. “Everyone deserves a seat at the table,” he says. “Or at the bar.” And thanks to DRINKLUSIVE, the organisations committing to support the program and Smith’s advocacy, more people might finally find one.