As Licensed Sales Director at Suntory Oceania, Gordon Treanor has seen firsthand the positive impact of fostering a respectful workplace culture. His passion for the drinks industry runs deep and so does his belief in the importance of creating environments where people feel safe, valued and empowered to do their best work.
“The Respect in Drinks Charter is important to me because I love my job and the industry,” says Gordon. “I want to ensure a safe and respectful environment for everyone. Work is a huge part of our lives and it’s important that people are respected. That has to be part of the culture and the way we work.”
Launched by the Drinks Association Embrace Difference Council, the Respect in Drinks Charter outlines a shared commitment to building safe, inclusive and respectful workplaces. With a focus on leadership, accountability and continuous improvement, the Charter aims to raise standards across the drinks industry, ensuring it remains a great place to work for everyone.
For Gordon, the Charter speaks to both personal and professional values. “The Charter is important to everyone and vital for the drinks industry due to the nature of the products and environment we create, and the people who bring them to life,” he explains. “Responsible alcohol consumption and a respectful industry environment are foundational to our license to operate. The industry must set a high bar for sociability and connection, ensuring respect underpins our operations.”
That sense of responsibility isn’t just about broad industry action, it’s also something Gordon takes seriously in his own leadership. “I lead by imparting my values through my behaviour, which sets the standard and tone for others and helps create a culture where everyone feels seen and respected,” he says. “I have high expectations around how people should be treated, actively shaping the environment as a leader, modelling ally behaviour, acknowledging positive actions and not tolerating negative ones.”
Taking action, he believes, starts with clear communication and consistent role modelling. “It is important to communicate expectations and standards, including policies and procedures clearly,” he says. “Taking action when needed and advocating for responsible alcohol use are also key. We are all advocates for the appropriate use of alcohol, both within and outside our business.”
Gordon also highlights the need for systems and processes that support a culture of respect. “It’s also about having the appropriate framework in place – one that enables people to speak up safely and be heard.”
At its heart, the Charter is about creating an industry where people can thrive. “Ultimately, we hope this initiative raises industry standards for respect through collaboration and proactive efforts,” says Gordon. “We want to ensure an environment that continues to attract and retain the best talent, so that people love what they do and feel respected in that environment.”
The Charter is already helping to spotlight the positive examples that exist across the industry, something Gordon is proud to see. “There are many examples across our business where respect is shown,” he says. “I particularly enjoy the annual industry International Women’s Day event, which unites everyone in celebration of our progress. Across our business, teams find meaningful ways to celebrate inclusion – whether it be through multicultural food days, key diversity celebrations, or simply making space for different voices to be heard. These moments highlight how diverse and connected our teams truly are.
This is a powerful reminder of what the industry can achieve when respect is embedded at every level. And with the Respect in Drinks Charter gaining momentum, they’re just the beginning.
The Drinks Association supports and encourages compliance by its members with the ‘Respect in Drinks Charter’ but makes no representations, expressly or by inference, in relation to the conduct of our members or their compliance with the Charter. The only representation made by the Association is that our member has signed the Charter. Any complaint or claim arising from any alleged breach of the Charter must be made directly to the member organisation.