Jody Rahme

This year's Ketel One Community Heroes challenge is one that I eagerly anticipated, but when I read the brief and saw the focus on our direct community, my excitement soared. The development and progression of our peers is something deeply personal to me-it's the heartbeat of our industry, the key to keeping it vibrant, and ensuring that those within it remain healthy and focused on building a brighter future for themselves and their teams.

As I brainstormed ideas, I recalled a colleague from a bar I worked at two years ago. He was an incredibly talented individual, but he didn't have the financial means to buy himself new shoes. He often relied on hand-me-downs and wore his shoes until they were barely functional. One week, I bought him a new pair of shoes, and he shared a story from his childhood that touched me deeply. He told me how, as a child, he had to face the daily embarrassment of being one of the few kids at his school who didn't have shoes. He walked to school barefoot, played sports barefoot, and was often teased by his classmates. But he always held his head high because he was the smartest in his class, and those same kids who laughed at him would eventually come to him for help.

This experience left a lasting impression on me, making me wonder how many talented individuals are out there, struggling silently because they lack the resources or tools to fully explore and showcase their abilities.

This is where Pour for Purpose comes in. Partnering with venues across South Africa, we aim not only to give back to bar teams but also to change the culture within venues. We want to see staff as more than just servers-we want to actively support their growth, both as professionals and as individuals.

Through Pour for Purpose and World Class South Africa, we will provide Ketel One vodka to participating venues, with the proceeds from Espresso Martini Spritz sales going directly to the bar teams. This financial support will be used to help team members with essential needs-perhaps a trip home to see family, a new pair of shoes, or durable jeans for those tough shifts. Our goal is to look after their mental and physical well-being because, in our industry, our two main tools are our hands and feet.

The ingredients we use are carefully chosen to minimize costs and maximize the financial contribution, encouraging more venues to participate without a huge commitment. The selected ingredients are those typically found in bars, restaurants, and hotels-spent coffee pucks for cold brew, citrus peels for oleo, and sparkling water for the final touch.

Though the initiative has only started in a few venues, we see immense potential. It's an opportunity to give back and let bartenders know they are never overlooked. The most important thing we can do as humans is to care and nurture. Together, we can be better; each one can teach one. Pour for Purpose is committed to laying the stepping stones for a long and incredible career in this wonderful industry of ours.

Espresso Martini Spritz

40ml Ketel One
30ml Cape Malay Coffee cordial
20ml Citrus Oleo
100ml Soda

Glass: Highball
Method: Build
Garnish: Orange Zest