FOUNDER

Deano Moncrieffe is a multi-award-winning bar owner and a global agave sprits consultant. Deano founded Equal Measures in 2020 to raise awareness around the importance of Diversity and Inclusion within the hospitality industry. Since its inception, Equal Measures has had a positive impact on thousands of people from bartenders to corporate companies. His ambition for Equal Measures is that anyone who feels marginalised or is experiencing prejudice reaches out to the organisation for support.

Deano stresses the importance of community: “We are building a community where everyone is welcome and we aim to empower people through support, education and mentorship. We are so grateful to our amazing mentors and brand partners who give their time and energy to help others.”

Prior to launching Equal Measures, Deano worked as a global brand ambassador and mixologist for Diageo for over a decade. In 2019, he and his partner Emma Murphy opened Hacha Agaveria, which has since gone on to win multiple accolades and awards, as well as launching the now modern classic Mirror Margarita. In 2023 Hacha became the first ever bar in the UK to have its signature serve listed in a national supermarket. Mirror Margarita is available in nearly 200 Sainsbury’s stores nationwide.

executive director

Vicky Ilankovan is an industry professional with nearly 20 years’ experience and the woman who runs Equal Measures UK on a day-to-day basis. She has a holistic approach to business with a proven track record of promoting companies, developing and restructuring systems, diversifying services, and building communities of engaged stakeholders. As her career spans everything from editorial, marketing, PR, and events, to global distribution, business development, project management, drinks consultancy, and spirits awards judging, she has a panoramic understanding of the hospitality and drinks industries, its networks, and operation.

Vicky’s innate drive for and dedication to equity for all in the sector has resulted in Equal Measures’ winning UnderOne’s DEI Innovation Award 2024, and Vicky being named as a Change Advocate in CODE Hospitality’s Women of the Year List 2024; and Highly Commended in Master of Malt’s Clubman of the Year 2024; as well as being shortlisted for Foundervine’s Changemaker of the Year 2024; BIH Spotlight Awards Person of the Year 2024; The Spirits Business’ Ethical Award; and Head Office Impact at BIH Spotlight Awards 2023.

Under her stewardship, Equal Measures has become a household name for good in the industry, with its work celebrated in the Evening Standard, Yahoo News, TimeOut, The Caterer, The Spirits Business, and Drinks International.

OUR BENEFICIARIES

Our beneficiaries (or “EMbers” as we affectionately refer to them) are the reason behind everything we do. Therefore, it is vital to us that they are front and centre, and that we listen to them to ensure we are doing our utmost to support them. Here are a few of our EMbers talking about what Equal Measures means to them.

Our Partners

Together with its partners, The Mixing Class, The Drinks Trust and trade sponsors, Equal Measures is committed to providing education, mentorship, and support to any person who has experienced barriers to their progression, or who has experienced systemic disadvantages.

It also works closely with the industry to delivery greater understanding and education about the value of improved representation and diversity.

For further information about sponsors and how you can support Equal Measures, please visit our supporters page

THE MIXING CLASS

Soon after founding Equal Measures, Deano found a similarly motivated individual, Hannah Lanfear, who was eager to collaborate. Believing that the cocktail industry can offer a fantastic career to any and all she believes strongly in offering a helping hand to others to help them get started, but as a queer, neurodivergent woman Hannah recognised all too well where our industry was failing people and felt a sense of unfairness that particular types of people were left out when it came to picking leaders. 

Through The Mixing Class, founded by Hannah and continued by Rose Brookman, Equal Measures delivers its education and mentoring project.

Visit The Mixing Class website here

The Drinks Trust

In early 2021, and upon hearing about the work of Equal Measures, The Drinks Trust approached Deano to discuss its own plans and ambitions to work with underrepresented groups and deliver greater opportunity in our industry.

The Drinks Trust and Equal Measures support one another with collaborative efforts that benefit both pools of beneficiaries. With over 135 years of history in tackling hardship in our industry, The Drinks Trust is a brilliant source of knowledge around charitable governance in our industry, with Equal Measures providing positive drive and innovation to benefit all.

Visit The Drinks Trust website here