Bacardi Ltd., Hamilton, Bermuda, launched the hashtag #RaiseYourSpirits, an initiative to support bars and restaurants debilitated by the COVID-19 shutdown.
Bacardi and its brands including BACARDÍ rum, MARTINI vermouth and sparkling wines, GREY GOOSE vodka, PATRÓN tequila, BOMBAY SAPPHIRE gin and DEWAR’S Blended Scotch whisky, have pledged $3 million in financial aid and other support to help the people on the frontlines of the on-premise industry. This donation is in addition to the recent $1 million pledged by PATRÓN tequila brand.
The spirits manufacturer is working with various nonprofit to provide aid quickly to those in the industry hard hit by this pandemic. Some of the organizations Bacardi is working with include Another Round, Another Rally; CORE; the James Beard Foundation; Restaurant Workers’ Community Foundation; and Tales of the Cocktail.
Because the company’s business is inherently local, many of its efforts around the world are grassroots — supporting bars and bartenders across countries, cities and neighborhoods to provide real time financial support, meals and other necessities to partners in need, it says.
Its teams also are working hard to identify more ways Bacardi can assist the on-trade community.
“Bacardi is a family company, and for us, business is personal. We always say that love for our brands is built in bars, and now it is our turn to show them our love,” said Mahesh Madhavan, chief executive officer of Bacardi Ltd., in a statement. “We don’t have all the answers today on how best to help everywhere, but we are committed to do what we can to see our industry through this crisis. These may be the darkest of days for bars and restaurants, but I am certain that when we come out on the other side, people will emerge from isolation with a renewed zest to live life to the fullest and celebrate together with friends and family.”