About — Equal Measures

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.

THE BOARD

IAIN MCPHERSON

#2 Bar World 100 List 2026; CLASS Bar Awards Innovator of the Year 2023-2026; Best International Bar Mentor at Tales of the Cocktail 2025; Owner of Panda & Sons & Nauticus

Iain is one of the world’s most celebrated and well-respected industry professionals.

An entrepreneur specialising in hospitality, brand development, education and flavour innovation, he uses a blend of traditional and modern methods for brand growth, marketing and positive man management to achieve his goals.

He owns the multi-award-winning cocktail bars, Panda & Sonds and Nauticus in Edinburgh, as well as pioneering bar dedicated techniques including "Switching", "Sous-Pression" and "Densing".

SILVANA KILL

COO Night Time Industries Association and the UK Door Security Association; Chair of Ask for Clive

Silvana Kill brings nearly 30 years of frontline experience in the UK’s night time economy, driven by a deep commitment to raising safety and inclusion standards across the sector.

As Chief Operating Officer at the Night Time Industries Association (NTIA) and the UK Door Security Association, she leads on safeguarding, strategy, licensing, membership, and operational support. She also serves as Chair of Ask For Clive, championing safer social spaces by supporting venues to respond effectively to vulnerability and harassment.

A qualified licensing practitioner, health and safety officer, CIPD-accredited HR and EDI specialist, and SIA licence holder, Silvana combines strategic leadership with practical, on-the-ground insight.

Claire Chin, Equal Measures UK Board Member

Tales of the Cocktail Board Member; #23 Bar World 100 List 2026; Dame Hall of Fame 2021; Editor of The Cocktail Lovers

SANDRAE LAWRENCE

A former lifestyle journalist for The Daily Telegraph, Sandrae is one half of The Cocktail Lovers, the eponymous  magazine, website, events and consumer workshops company.

Noted for knowing who’s moving and shaking in the cocktail world, the independent magazine was voted Best Spirits & Cocktail Publications in the Tales of the Cocktail Spirited Awards 2016 and I was shortlisted for Best Cocktail and Spirits Writer at Tales of the Cocktail Spirited Awards in the same year.

Sandrae brings with her a deep knowledge of press and marketing, as well as strong ties to the global industry.

Deano Moncrieffe, Equal Measures UK Board Member

claire chin

Top 10 Influencer in UK Wholesale E-
commerce by Lumina Intelligence; E-commerce Initiative Of the Year 2024 at Grocer Gold Award 2024; Digital and Ecommerce Manager at Bestway Wholesale

deano moncrieffe

FOUNDER OF EQUAL MEASURES UK; FOUNDER OF MIRROR MARGARITA RTD; CO-FOUNDER OF HACHA BARS

With nearly two decades of experience in the drinks and hospitality sector, Claire has developed deep expertise across brand marketing, e-commerce, and strategic innovation.

aHer understanding of what drinks brands want, is grounded in both frontline and strategic experience. She also bring strong insight into brand strategy, consumer behaviour, and the broader market context.

Equal Measures founder, award-winning bartender and agave spirits expert. Co-founder of HACHA, creator of the multi-award-winning Mirror Margarita, international spirits judge and regular drinks expert on Channel 4’s Sunday Brunch.

With over two decades working across brands, bars, and more, he brings ingrained sector knowledge as well as the foundational understanding of Equal Measures UK.

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, WSET, donors 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

WSET

The Wine & Spirit Education Trust (WSET) has announced that it is a new education partner for Equal Measures as of 2025. WSET will support up to 20 people by providing access to WSET Levels 1, 2 & 3 in Spirits or Wine during the academic year.

WSET will also provide training to an Equal Measures beneficiary so they can deliver WSET spirits training in the future.

Liam Scandrett, spirits educator and WSET senior APP development manager, said: “We’re thrilled to see the progress of those already being supported by Equal Measures and look forward to giving more individuals across the UK the opportunity to benefit from its Education & Mentorship programme. It’s a real privilege to work with the EM team and contribute to this important initiative, which aims to break down barriers faced by people from marginalised groups and foster greater diversity within the drinks industry.”

Visit the WSET website here

Queena Wong

As part of its growth into wine, Equal Measures UK will be working alongside the prominent UK wine collector, connector and champion, Queena Wong (Founder of Curious Vines; No. 5 in Drinks Retailing’s Top 100 Most Influential in Drinks).

Queena Wong, Founder of Curious Vines states, “An exciting new chapter as I step into the role of the first Equal Measures UK wine mentor, joining a remarkable group already shaping this successful mentorship programme. With my own Curious Vines project founded on the core pillars of Community and Education, our missions align seamlessly. I look forward to connecting my mentees with the heart of the wine industry — to support, inspire, challenge and walk alongside them. Together, Equal Measures UK and I aim to ensure that individuals from marginalised backgrounds not only enter into the world of wine but are equipped to thrive.”

Visit Curious Vines here