Bacardi has launched an initiative called #RaiseYourSpirits to support the restaurant and bar industry, which has been debilitated by the COVID-19 shutdown.
The company noted: "We have been devastated to watch our longtime partners and friends lose their livelihoods virtually overnight, as dining out, nightlife and entertainment grind to a halt around the world."
Bacardi and its brands have pledged $US3million in financial aid and other support to help the bar industry during this unimaginable time. This donation is in addition to the $US1million pledged by the Patron tequila brand last week.
Some of the organisations Bacardi is working with include Another Round, Another Rally; CORE; the James Beard Foundation; Restaurant Workers’ Community Foundation; and Tales of the Cocktail. Further Australian initiatives will be announced soon.
Many of its efforts around the world are grassroots – supporting bars and bartenders across countries, cities and neighbourhoods to provide real time financial support, meals and other necessities to partners in need.
The company added: "This is just the start. Our teams are working hard to identify more ways we can assist our on-trade community. We expect more outreach and activations to come. Our local teams, brands, and people are committed to lending a hand as this unprecedented hardship unfolds."
Mahesh Madhavan, CEO of Bacardi Limited, added: “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.
“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.”
On March 16, Bacardi announced that as a precaution due to COVID-19, it was postponing the 12th annual Bacardi Legacy Cocktail Competition until further notice.
“It’s a sad day at Bacardi as we won’t be able to celebrate the amazing work of our 41 Legacy finalists in May as planned, but our main priority is to ensure the safety of our vibrant community,” said Jacob Briars, Global Advocacy Director for Bacardi.
Pictured main: Australia's Top 3 Legacy finalists for 2019/20 - Adam Dow, Mikey Braun and Natalie Ng.
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