Why Louie Louie Supports the Southern Smoke Foundation

The hospitality industry is built on long hours, hard work, and caring for others. Behind every great meal, perfectly poured drink, or unforgettable night out is a team of people who show up every day to create experiences for their communities.  At Louie Louie, that spirit is something we deeply connect with, having spent decades in the service industry before launching our brand.

That’s why supporting the Southern Smoke Foundation is so important to us.

Founded in 2015 by award-winning chef Chris Shepherd, Southern Smoke Foundation was created to support food and beverage workers in times of crisis. What started as a grassroots effort to help hospitality employees after devastating flooding in Houston has grown into a nationwide organization providing emergency relief funding, mental health support, and access to critical resources for people working across the hospitality industry.

The mission resonates with us because hospitality and community are at the center of everything Louie Louie stands for.

As a brand born in New Orleans, we know firsthand how much heart goes into this industry. Bartenders, servers, chefs, venue staff, musicians, and countless others help create the culture and experiences that bring people here from all over the globe. They are the backbone of our city.

But the reality is that many hospitality workers face unique challenges. Long hours, physically demanding work, and limited access to support systems can make difficult moments even harder. Throw in economic uncertainty for business owners and their clientele, not to mention natural disasters that can close restaurants for weeks at a time, and the safety net all but disappears. Southern Smoke Foundation steps in to provide meaningful assistance when it matters most.

One of the things we admire most about Southern Smoke Foundation is the way they support the industry beyond emergencies. Their mental health program, Behind You, helps connect food and beverage workers with licensed counseling services, making care more accessible in an industry where burnout and stress are common but often overlooked. They also provide emergency relief grants to workers facing unexpected hardship, helping people navigate difficult situations with dignity and support.

At Louie Louie, we believe great brands should do more than just make great products. They should support the communities and cultures that inspire them.

Whether it’s sharing drinks with friends after work, celebrating at a neighborhood bar, or gathering around live music and good food, hospitality creates connection. Supporting organizations that protect and uplift the people behind those experiences is something we’re proud to stand behind.

We encourage everyone to crack open an ice cold Louie Louie and learn more about the incredible work being done by the Southern Smoke Foundation and the impact they continue to make for hospitality workers across the country.