Sorry Not Sorry collective: “We chose power”

A movement is building behind the bar – and it’s being led by some of Australia’s most respected bartenders. Co-founded by Jenna Hemsworth and Rachelle ‘Rocky’ Hair, the Sorry Not Sorry collective is taking a stand against abuse, assault and discrimination in the hospitality industry.

Formed in the wake of the Sydney Morning Herald’s investigation into disturbing allegations against Swillhouse, the collective was formed not only as a way of supporting one another, but to create lasting change in an industry that too often turns a blind eye.

Overwhelmed by the number of people begging for change, what started as a conversation between Jenna and Rocky quickly evolved into a national movement with a growing presence and purpose, with Alex Hooker, Britt Rowe and Reuben Kahl also welcomed into the fold.

“After the first article went live, I was overwhelmed with the amount of horrible and gut-wrenching situations that friends, colleagues, and complete strangers had been through. It felt like looking into a sea of faces and knowing that if we wanted anything to change, we had to do it ourselves. It would’ve been easy to feel helpless, but instead, we chose power. We chose to take back everything that had been taken from us.”

Britt Rowe

While conversations about forming the collective began back in February, Reuben says the group were united as a collective long before then, having formed an unbreakable bond in their fight for change and pushing through the turbulence of legal uncertainty.

“We knew we had to somehow transform our pain into pleasure, we wished to return to what we do well which is hospitality, so in that we arrived at this fabulous junction of a bar tour, meets advocacy, meets joy. It is for the women by the women. A celebration and liberation dare we say,” they stated.

A force for change

With just a month between the inception of the collective and the confirmation of a national bar takeover tour, the group hosted fundraising parties throughout March and April, visiting some of Australia’s most esteemed venues in Melbourne, Brisbane, Darwin, Perth, Adelaide and Sydney.

Bringing together hospitality professionals and allies, the tour was an opportunity for the collective to stand in solidarity, spark meaningful conversations and raise funds to support legal proceedings against their former employer.

Alex says: “When you show up to a Sorry Not Sorry takeover, from the minute you walk through the door you are immediately welcomed into a safe space. You can get a delicious cocktail served to you the same way a bartender at one of the World’s 50 Best Bars would serve it to you, you’ll see some outrageous performances from Queer artists/community, and you will leave knowing that you gave your money to a good cause. What’s not to love?”

With the hospitality community rallying around them, the Sorry Not Sorry Bar Takeover Tour was a resounding success, raising not just funds but visibility, and offering a glimpse into the kind of culture shift this industry needs.

Fresh off the back of the tour, Jenna says the group have truly felt the love and support of the community, as well as being shown the magnitude of the need for their campaign.

“People are ready for change, and they are ready to fight – so this is just the beginning for us. Seeing people turn up, and hearing what Sorry Not Sorry means to them was the biggest achievement we could have anticipated,” she stated.

“Seeing Betty Grumble bring a packed room to tears with a moving speech on the importance of our cause was something I will never forget. I think that was the most powerful moment of the tour and I am so proud of what was achieved.”

“[Another highlight was] gaining four new sisters in the collective through touring with them. Our bond – albeit a trauma bond – has grown and I have learnt so much from Alex, Rocky, Reuby and Britt that I am in awe of each of their strengths and so proud to call them each my friend and colleague.”

Jenna Hemsworth

Despite having found them on the fringes of chaos, Reuben says it has long been their dream to stand alongside women with the same values and disrupt the hospitality industry.

“To share any space with people willing to put their bodies and stories on the line for change is the most rewarding thing this industry has ever given me, but the best bit is we gave it to ourselves and we are excited to give more to you.

“Our Sydney takeover was a bar run by six women and gender diverse folk from 5pm-2am, held down with joy and the utmost professionalism. Tell me where in Sydney you are drinking at a bar full of women in power and men assisting them. That’s the image we are showing, it is all possible and there is support for us little guys to win, succeed and inspire.” 

Solidarity behind the bar

While the first leg of the tour brought the collective more hope and joy than they could have imagined, Britt says they have been overwhelmed by the unifying response across the industry of a loud and powerful ‘yes’.

“One of the biggest takeaways, and often the hardest thing to carry but most important, was hearing the stories of the women in each city. We’ve given them a space and a platform to share their pain and every single voice we heard was a reminder of why we’re doing this.

“People from all over the world, from every crevice of the industry, have come forward to stand with us, in a way I never would’ve expected. And while there have been some small whispers of disagreement, their voices are small, and it is clear they are the minority in every room.

“When I think of the people who have stood by me, of their strength and tenacity, it makes me emotional. I can say that I’ve never felt less alone in my entire life, or more supported. This collective has lifted me in ways I never could have imagined, and my life is entirely better for having known each of them. I feel safe in their hands,” Britt stated.

Where next?

The collective continues to raise funds to support ongoing legal proceedings, but their mission extends far beyond their legal case – they’re building a platform that gives women in hospitality a stronger voice and creating a safer, more equitable future for everyone working in hospitality.

Now, with the momentum of that first tour behind them, Jenna says: “We are looking to hit some regional areas in Australia, which we feel are too often overlooked, and come across a whole different set of challenges in the industry. Hopefully later this year we can share some more concrete plans, but a world tour is on the horizon for sure.”

If you would like to donate to support the Sorry Not Sorry collective with the fees associated with their upcoming legal cases, you can donate via Gofundme.

This story was first published by Bars and Clubs. You can read the second part of the conversation with the Sorry Not Sorry collective here, where the group explore what justice looks like for the hospitality industry and underscore the pressures faced by individuals seeking justice within entrenched systems.