Vision, mission and core values
Our vision
Our vision is to contribute to an inclusive whisky community – for him, for her, for everyone – where whisky enthusiasts feel welcome to meet, raise their glasses and share the joy of whisky with others. We want to see a whisky culture where curiosity, community and respect take precedence over narrow norms and invisible boundaries, and where more people feel that there is a place for them too.
Our purpose
Our purpose is to educate, inspire and support the development of a more inclusive whisky culture. We want to do this through joy, humility and conversation, and by creating safe, respectful contexts where open discussions can take place.
We believe that change happens over time, through reflection and dialogue rather than through pointers or quick fixes. That's why we place great importance on creating space for conversations that can sometimes be challenging, but which should always be characterized by respect.
Our core values
Let's Open Up Over Whiskey rests on a core of values that permeates our entire business:
Equality
All people should be treated with the same respect and have the same opportunity to feel welcome in the whisky context.
Affinity
We believe in long-term relationships and that change happens together, through collaboration and mutual understanding.
Community
Whiskey is something we share. Knowledge, experiences and conversations become richer when more perspectives are allowed to take place.
Responsibility
We take responsibility for the tone in our contexts, for how we treat each other, and for the culture we collectively shape.
A living work
Our vision, purpose and values are not static documents, but living starting points for our work. They should help us make decisions, prioritize correctly and stay the course over time, even when the questions are complex and the answers are not always given. Let's Open Up Over Whiskey exists to support a whisky community where more people feel at home, heard and welcome.