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Brown-Forman targets on-premise violence with Chambord training sessions

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Brown-Forman has partnered its Chambord liqueur brand with a programme designed to counter drink-related violence in the US on-premise channel.

Brown-Forman will fund the Chambord-fronted training sessions in dealing with on-premise violence

Brown-Forman will fund the Chambord-fronted training sessions in dealing with on-premise violence

The company has teamed up with Alteristic, a nation-wide non-profit organisation set up to reduce "power-based personal violence". A Chambord-fronted training session for 100 bartenders in the US is taking place today in Kentucky.

Among the forms of aggression covered in the session will be sexual violence as well as other forms of interpersonal violence and victimisation.

Further workshops of 'Bystander Intervention Training" will be held across the country for on-premise staff.

"There is a national discussion on the role alcohol can play in incidences of sexual assault and harassment," said Chambord brand manager Emma Gardner. "Chambord wants to take a stand to pioneer change within the industry.

"We are partnering with Alteristic because their revolutionary approach is designed around cultural change that reinforces standards where violence is not tolerated, and everyone is expected to do their part to keep each other safe."

Brown-Forman acquired Chambord from Charles Jacquin et Cie 12 years ago for US$255m.

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