During the lock-down a group of industry friends created a fundraising collective, Our Future Proof to support the hospitality scene.
The Drinks Trust is a fantastic way to support those who need it most. Since 1886, The Drinks Trust (formerly The Benevolent) has provided care and support to the people who form the drinks industry workforce, both past and present. The Drinks Trust is run by drinks industry professionals, funded by drinks industry partners and supported by thousands of drinks industry fundraisers, volunteers and contributors.
Our Future Proof asked ‘what hospitality meant to you’, and then collated the five most prevalent responses, which were;
Family, Happiness, Resilience, Shenanigans and Togetherness.
These were captured in a series of impactful images by celebrated industry photographer Addie Chinn in a series called ‘A Shot in Time’, all sold as limited edition of 50 in A3 sized prints.
London Cocktail Week chose the image of Resilience - as the trade-led image for the 2021 festival and donated to The Drinks Trust for the rights to use the image - helping the collective towards its £10,000 fundraising target.
Resilience’ carries the strap line “Throw anything at us and we survive. We can take it all. Even balanced so precariously we continue to stand tall.” After such a trying time we felt this perfectly summed up the theme of the 2021 festival and are so proud to use this image within our comms.
@addiechinn | @ourfutureproof