Breakthru Beverage Grows Relationship with Equality Illinois

Breakthru Beverage Group has expanded its commitment and partnership with LGBTQ advocacy organization Equality Illinois.

Through this yearlong commitment, Breakthru will amplify Equality Illinois’ mission to its 1,200 Illinois associates and more than 18,000 accounts to broaden the organization’s base of support and promote opportunities for involvement, the company says. Breakthru will support Equality Illinois’ events, identify partnership opportunities with like-minded brands and promote key initiatives and events through on- and offline engagement.

“At Breakthru, we believe a culture of inclusivity and respect is vital on both a personal and professional level,” says Danny Wirtz, vice chairman of Breakthru Beverage Group. “A successful community is one where every individual feels their culture, identity and beliefs are valued. Through this relationship, we can support Equality Illinois’ efforts to promote equality and acceptance for the LGBTQ community and connect our brands to new audiences in unique ways.”

Founded in 1991, Equality Illinois fights for equal treatment and full acceptance of the LGBTQ community. The organization aims to build a better Illinois by advancing pro-LGBTQ policies, increasing the visibility of LGBTQ leaders throughout the state and empowering LGBTQ and allied community groups to grow and embolden their base.

‘Be Inclusive’ is one of Breakthru’s company values. Upon hire, all Breakthru associates complete a mandatory training focused on promoting a culture of inclusion. Breakthru’s Diversity and Inclusion Alliance, which represents associates across all markets and functions, regularly hosts trainings and volunteer opportunities that support efforts to lead a diverse workplace, develop cultural competencies and anti-biased behavior, among other topics.

Through this partnership, Equality Illinois will contribute to Breakthru’s ongoing Diversity and Inclusion programming and associate-driven initiatives to expand education and engagement on critical issues.

On Sunday, June 3, Breakthru joined Equality Illinois at its 2018 Pride Kickoff Brunch as one of the premier sponsors. The event celebrated the start of Pride month and featured a celebration of the leaders who help advance LGBTQ civil rights year-round.


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