As one of the many industry leaders championing the Respect in Drinks Charter, Kerry Appathurai, National Sales Director at Lion, believes that creating a safe, inclusive and respectful industry culture is not just a goal — it’s a shared responsibility.
Launched by the Drinks Association Embrace Difference Council, the Respect in Drinks Charter outlines clear expectations around behaviour – not just internally, but across all business relationships, including with suppliers and customers.
For Kerry, the Charter represents a powerful opportunity to unite the industry behind a common purpose.
“This is an opportunity for the industry to come together on an important topic and raise the bar together,” she says. “We have much more impact using our united footprint when we are all on the same page regarding the behaviours that we accept and the ones that we don’t.”
That clarity and consistency is particularly important for creating workplaces where people can do and be their best.
“As a member of the Drinks Association, we at Lion understand the importance of providing an environment where diverse talent is attracted to work, where they will be respected and have the ability to thrive,” Kerry explains.
“It’s important to us that we are explicit in detailing what customers and suppliers can expect from the Drinks Association members and in turn what the members expect from their customers and suppliers.”
As a leader at Lion, Kerry brings these values to life in her own workplace. “Respect is not just a courtesy; it is the foundation of trust, understanding, and true leadership,” she shares. “I lead by example, fostering an open and inclusive environment where every voice is valued, encouraging active listening and addressing any disrespectful behaviour promptly to ensure a culture of mutual respect.”
She believes it all starts with values, and respect is a fundamental value that applies to all interactions, both personally and professionally. “At its core, it’s about treating others with kindness, dignity, and fairness – recognising that every individual deserves these qualities. As our roles and responsibilities expand, this principle becomes even more important, as our actions and impact reach further.”
Kerry is equally steadfast in her belief about encouraging others to lead with empathy and action. At Lion, that culture of care extends to speaking up for one another. “I am impressed when team members step in and advocate for someone else, when they notice inappropriate behaviour, not leaving it up to that team member to advocate for themselves. At Lion we focus on being an upstander, not a bystander. These simple steps make such a difference in building an inclusive work environment.”
Kerry hopes the charter will inspire long-lasting change across the industry. “I am not aware of any other industry that is taking such a proactive stance to define the behaviours that we accept and the ones that we don’t across the industry as a whole,” she says.
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.