Jeff Howlett, Chief Operating Officer at Australian Vintage, says the Respect in Drinks Charter is an opportunity to raise the standard, not just of behaviour, but of culture.
The Charter, developed by the Drinks Association Embrace Difference Council, is a bold step toward creating a safer, more inclusive and respectful industry for everyone. It sets out a shared commitment to ensuring that respect is embedded into every workplace, every interaction and every level of the sector. For Jeff, that collective momentum is what makes this initiative so powerful.
“Uniting as a drinks industry, we are making a collective commitment to fostering a culture where everyone feels safe, valued and included, regardless of their role or background,” he says. “This initiative sets a clear standard for professional and social interactions, ensuring respect isn’t just encouraged but expected.”
With a deep belief that culture is shaped by behaviour, not just policy, Jeff sees the Charter as an extension of the work already happening within Australian Vintage. As a certified B Corp, the company has long been focused on creating a positive social impact and for Jeff, that starts from within.
“Respect starts with action,” he says. “As a leader, I’m committed to fostering an environment where everyone feels they belong. Diversity, inclusion, and belonging are at the heart of our culture. These values must be more than just words, they must also be reflected in how we lead, collaborate and make decisions.”
He notes that fostering innovation and driving performance comes from making sure people feel seen, heard and valued in the workplace. “For me, a respectful workplace isn’t just about policies, it’s about people. When we create cultures where people feel safe and appreciated, we unlock their full potential and that benefits everyone.”
At Australian Vintage, that commitment is lived daily through constructive, achievement-driven behaviours that ensure fairness and opportunity for all. “By showing up, listening and leading by example, we create a safe space where employees can thrive and innovate,” says Jeff. “My commitment is to make respect not just a policy, but a lived experience for everyone at our organisation.”
Looking to the future, Jeff is hopeful that the Charter will lead to meaningful, measurable change, both within individual companies and across the broader drinks industry.
“This initiative has the power to drive real, lasting change where respect, diversity and inclusion become embedded in every interaction,” he says. “I want to see measurable progress: a shift where inclusive behaviours are the norm, accountability is embraced and our industry attracts and retains top talent because of its commitment to fairness and respect.”
For Jeff, it’s about setting a new benchmark for what’s possible. “Ultimately, I want our industry to create a culture that people are proud to be part of, setting a standard so strong that others don’t just admire it, they strive to match it."
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.