J&B’s party line

The percentage of people with disabilities who experience discomfort when going out partying is twice as high as that among the non-disabled population, with a lack of empathy, respect and inclusivity being some of the most highlighted aspects, along with a sense of insecurity.

Aiming to shed light on this, Diageo brand J&B Rare has launched Mi Gran Noche (My Big Night), a thought-provoking film created by El Russo de Rocky and directed by Gabe Ibanez, through Bambina, that follows people with a range of conditions experience all the usual party journeys – pre-big night anticipation, celebration jollities and post-party sense of abandon. 

In collaboration with key partners such as Ilunion and Google, J&B is launching an inclusion plan for the hospitality industry based on training and providing access to information. The plan encompasses diverse training modules for hospitality staff and an initiative to encourage venues to update their accessibility information on Google Maps.