GNO might be most recognizable to nightlife patrons for its pink-clad teams sharing bottles of water and safety support on Vancouver’s Granville Street and in downtown Victoria on weekends. However, its impact is also felt in the back-of-house of venues across Canada. GNO offers training to the staff of music festivals and clubs, bars and restaurants on how to prevent, spot and respond to gendered harassment and abuse in their locations. That can include anything from comments and unwanted attention to drug-facilitated sexual abuse, from alcohol over-consumption to drink-spiking.

A Parallel 49 Brewing Company staff member wrote glowingly to GNO after completing its certification training, with a cold hard truth of the industry. “Hospitality is an industry that does have a dark side of persistent harassment, and the problem won’t be addressed by the big companies unless there is a level of compliance tied to it.”

In 2025, April 23 was declared Safe Spaces Hospitality Day in the city of Vancouver, recognizing local businesses that have audited their space through a City of Vancouver-funded program called Last Call and obtained credentials from GNO. Businesses that have taken GNO training are featured on a map on the non-profit’s website, helping customers make informed decisions about the businesses they support (goodnightoutvancouver.com/partners). For nightlife patrons, GNO also offers community workshops on topics like consent, substance abuse and bystander intervention.

Welcoming spaces

GNO started “out of a love for night life, out of a love for live music, out of a love for those experiences in social spaces in Vancouver,” said executive director Stacey Forrester, who collaborated with co-founder Ashtyn Bevan on what was originally a student project for Bevan in 2016.

“It was really born from a common experience to reflect on all of the amazing nights out we had, and how easily that can be ruined, how one comment, one gesture, one action, can really ruin an otherwise good experience,” Forrester said.

GNO in B.C. started as the Canadian chapter of the same-named U.K. organization that generously shared some of its tools and resources. Around the same time, the Ontario organization, the Dandelion Initiative, which folded in 2022, began doing similar work in that province.

Whether you’re feminist-minded or not, to create a space that’s welcoming to many more customers is just good business.

Stacey Forrester, Good Night Out

Generations of imbibers, particularly women, have internalized the burden of ensuring their own safety at night, whether by moderating consumption or guarding their drinks to stay safe. “If that was all it took, we would have eradicated the problem by now,” Forrester said.

A former nurse who previously worked extensively on Vancouver’s Downtown Eastside, Forrester believes that B.C.’s relatively progressive values and a higher awareness of creating safer, protective spaces has allowed GNO to flourish in the province, where it takes a 360-degree approach of educating hospitality staff, customers and bystanders. She emphasizes, though, that even a GNO workshop isn’t a one-stop solution for any business. “The reality is, it takes culture change and culture change is very slow.”

There’s a risk that venues that have already experienced risks and problems will treat GNO training as a shield or as a badge indicating that they’ve “fixed” a problem. “We do have guardrails around that,” Forrester said, emphasizing that prevention and training are the way forward for businesses.

A poster in the bathroom or a few lines at the bottom of a menu, reminding patrons how a bar or club wants people to feel and act in the space, can bring awareness and even create a deterrent. “Over the years, we’ve seen places be really creative, with house rules or messaging created as little works of art, so safety messaging is built into the going-out experience,” Forrester said.

A healthy bottom line might just be the common-sense driver for businesses seeking GNO certification. “Whether you’re feminist-minded or not, to create a space that’s welcoming to many more customers is just good business,” Forrester said. 

More ways to have a Good Night Out

For the last two years, $2 from beers produced as part of a Collab Fest among B.C. breweries has gone to GNO. Small Gods Brewing Co., Swift Brewing, Steel & Oak Brewing, and Rewind Beer Co. were among the brewers involved.

In collaboration with the BC Craft Brewers Guild, Good Night Out (GNO) created a Guide to Protective Beer Spaces, providing a heads-up for mitigating the risks of sexual violence in breweries, tasting rooms and at beer festivals (available for purchase at goodnightoutvancouver.com/beer).

GNO has collaborated with B.C.’s funky Hotel Zed on sex-positive promotions like its Valentine’s Day Nooner promotions. From the November 30 International Day of Consent through to the end of 2024, Hotel Zed matched public donations to GNO of up to $25,000.

Café Bastille Martinez with Ketel One

This dark, savoury twist on the Martini’s precursor was one of the cocktails created in support of GNO this past spring. Recipe by Kate Chernoff, The Keefer Bar.

2 oz Ketel One Vodka 
1 oz Infused Sweet Vermouth (recipe follows)
1.5 tsp orange liqueur 
Garnish: lemon twist

Add ingredients (except garnish) to a cocktail stirring tin. Add ice and stir until chilled and diluted, up to one minute. Strain into a chilled Martini glass and garnish with a lemon twist. Serves 1.

Infused Sweet Vermouth

To a sealable container add 200 mL sweet vermouth, 20 g natural coffee beans, and 40 g dried mango. Seal (ideally with no oxygen in the container) and infuse for eight hours at room temperature. Fine-strain through a coffee filter and store in an airtight container in the fridge for up to one month. Makes enough for six cocktails.

This article was previously published in The Alchemist and appears by permission of the publication and author.

The consumer leads the way

“Being consumer-centric isn’t just about knowing where the consumer is. It’s about understanding who they are, what drives them and how we can show up meaningfully in their lives,” Niccoli said. “At Diageo, we don’t follow trends – we follow people, to build brands that earn their place in culture by adding real value to real moments.”

This shift in consumer tastes and preferences is largely driven by cultural diversity, sustainability, mindful consumption habits and economic factors. With a vast portfolio of brands steeped in history and heritage, Diageo Canada is uniquely positioned to connect with the country’s diverse consumer base. “We want to make sure we’re leading the category and evolving as consumer preferences evolve,” Niccoli said.

Balancing premiumization against economic sensitivity

While premiumization has been a strong trend in recent years, economic pressures are a key consideration. Niccoli acknowledges that consumers are increasingly value conscious. “It’s important we reinforce the value proposition of our brands and present value-seeking consumers with opportunities to lean into our offerings,” she said. Ensuring Canadians see themselves reflected in the brands they love is central to this strategy, but the company is also invested in introducing products that cater to shifting preferences, particularly the rise in demand for non-alcoholic beverages and mindful consumption.

The rise of mindful consumption

Gen Z has been at the forefront of the mindful consumption movement, with Millennials quickly following suit. “This presents a great opportunity for us to showcase our expanding non-alcoholic offerings and reinforce with consumers that we’re adapting to their evolving preferences and offering choices that align,” Niccoli said.

A prime example is Seedlip, Diageo’s non-alcoholic spirits brand. Niccoli says increasing the visibility of Seedlip by featuring it on cocktail menus in both independent and national establishments helps solidify the non-alcoholic offering as an integral part of the social and hospitality experience.

Guinness 0 has been another success in the Canadian market, reinforcing the demand for mindful consumption. Rather than launching it as a separate sub-brand, Niccoli’s team leveraged Guinness’s strong legacy. “Guinness 0 was one of the most successful launches in Canada because we introduced it authentically, focusing on the community and togetherness that Guinness has fostered over its 200-year history,” Niccoli said. “Young adult Canadians are very attuned to inauthentic messaging. It’s crucial that our communications are sincere and reflect our commitment to our values, whether it’s maintaining our brand’s tone and voice, upholding sustainability efforts or ensuring our moderation practices remain consistent.”

Beyond product innovation, Diageo also prioritizes responsible drinking, partnering with strategic partners to promote moderation and responsible choices among Canadians during festive seasons. In 2022, Diageo and Traffic Injury Research Foundation formed a public-private Traffic Safety Coalition to promote education and awareness programs on the dangers of impaired driving.

Building purpose-driven connections across Canada

A key aspect of Diageo’s strategy is building meaningful connections with Canadian communities. Through partnerships with iconic local brands and grassroots initiatives, the company strives to show up in ways that feel authentic, relevant and grounded in purpose. “Canada’s consumer landscape is rich and diverse, and it’s crucial that our brands reflect that,” said Niccoli. “Whether we’re celebrating the Toronto Caribbean Carnival with Guinness, or Lunar New Year and Diwali with Johnnie Walker, it’s important we’re ensuring Canadians of all cultural backgrounds see themselves represented in our offerings.”

It’s about fostering authentic connections, not just launching products.

Nadia Niccoli, Diageo Canada

Diageo Canada balances its large-scale brand presence with localized engagement, ensuring that macro sponsorships and partnerships translate into meaningful, community-level interactions. By focusing on both broad initiatives and smaller, high-impact activations, the company connects with consumers in ways that resonate on a personal level.

“We are deeply connected with local partners here in Canada, and that’s a vital part of our strategy,” Niccoli said. “We’re not simply lifting and shifting global playbooks – we’re building fit-for-purpose work that resonates locally through meaningful partnerships with Canadian brands, people and cultural moments. It’s about bringing the best of Diageo to life in a way that’s authentically Canadian.” A great example on the macro scale is Diageo Canada’s partnership with Tim Hortons and Baileys. Designed for a mass Canadian audience, Diageo collaborated with the iconic Canadian brand to introduce a unique lineup of limited-edition, non-alcoholic menu items. This collaboration leveraged Tim Hortons’ deep cultural significance to create offerings that felt both familiar and exciting to consumers.

At the community level, Diageo Canada has also embraced brand-love micro activations, such as partnering with Good Behaviour in Toronto to create a limited-edition Guinness ice cream for St. Patrick’s Day. “These micro-level initiatives build a network of community influence, touching different parts of people’s daily journeys,” Niccoli said. “It’s about fostering authentic connections, not just launching products.”

Community engagement always starts at the brand level. “Wherever we can, we try to raise a glass to the incredible people who continue to shape our legacy,” said Niccoli, referencing the Crown Royal Rig – a larger-than-life, whisky barrel-inspired purple 18-wheeler, which recently toured Manitoba to give back to the communities that have long supported Crown Royal’s craftsmanship and heritage. As part of the campaign, Crown Royal donated non-perishable food items to support Harvest Manitoba, encouraging consumers to contribute as well, packing over 9,000 pounds of food at a time when food insecurity is at its highest across Canada. “We’re not just showing up; we’re showing up with purpose,” Niccoli said.

These efforts are also embedded within the organization itself. Diageo is committed to inclusion within the industry, providing support and mentorship to female students enrolled in food and beverage programs in colleges in Ontario. The company has also collaborated with Business in The Streets, a local organization in Ontario, to support young entrepreneurs in Toronto and Ottawa with business skills training.

Sustainability at the core

Across all brands, sustainability and ethical sourcing are a common thread. Diageo has ambitious sustainability goals, including reducing its environmental impact through its “grain-to-glass” initiative. This strategy encompasses responsible sourcing, emissions reduction, improved water stewardship and inclusion efforts across the company’s operations and supply chain. Diageo aims at reaching net zero carbon at its operations and harnessing 100 per cent renewable energy by 2030. “Consumers are favouring locally and ethically sourced products, and sustainability is paramount for Diageo,” Niccoli said. “Anytime we have the opportunity to educate consumers about our sustainability commitments, we take it.”

Looking ahead

By reflecting what Canadian consumers want and value, from mindful drinking and sustainability to cultural authenticity, Diageo Canada is successfully tailoring its global legacy to local needs. Niccoli and her team remain focused on staying ahead of trends and ensuring that their portfolio continues to resonate with Canadians. Whether through expanding non-alcoholic offerings, championing sustainability, or forging meaningful local partnerships, Diageo Canada is committed to delivering high-quality experiences that align with evolving consumer preferences.

As the landscape continues to change, one thing remains constant: Diageo Canada’s belief in the power of listening to its consumers and responding with innovation, authenticity and responsibility.