Diageo India announces “Raising the Bar” programme to provide support to the bar industry during the COVID-19 pandemic.
Diageo Brands has announced that they will be launching “Raising the bar” programme starting in July 2020. This will be a 2 year-long program that would help recover the bar industry from the pandemic. This recovery fund would have 75-crores to provide relief for the hospitality Industry.
“Raising the bar” is a global programme in which bars and pubs in cities around like world like New York, Delhi, Mumbai, Shanghai, etc will be receiving equipment like permanent sanitising equipment, medical-grade hand sanitiser, personal hygiene equipment likes masks and gloves.
What would the Diageo India fund entail?
- Diageo India would be providing the country with INR 75 crores as a relief to bars and pubs spread nationally across cities like Mumbai, Bengaluru, etc.
- The fund would work to support all communities and jobs that have been affected by the pandemic.
- Permanent equipment for sanitation or hygiene kits would be provided by Diageo India to the selected outlets.
- Digital training would be given to implementing new social distancing methods and contactless technology.
- Helping the outlets go cashless and mobile by introducing online reservations, etc.
Ivan Menezes, Chief Executive of Diageo also called on to governments around the world to come together and support the hospitality industry to recover from the pandemic over Twitter.
The fund was launched after an online survey was conducted asking bar owners and workers what equipment they would be needing to re-open and conduct their business again that included things like hygiene kits, new social distancing methods, contactless technology, etc.
Outlets can now register for the programme at www.diageobaracademy.com to show their interest in the programme and also receive updates about the best practice training and resources for global surveys would be available to help the owners build back their business. You can learn more about Diageo spirits and brands by checking their official website.
Eligibility for the Diageo India Programme
- The outlet must be registered as a legal entity or equivalent in their respective jurisdictions for tax purposes.
- Outlets must have been an operating business for at least 12 months before any lockdowns were imposed and the ability to operate the business normally was hindered.
- Outlets must have a spirit/beer license or an equivalent.
- They must show a way in which they are currently ‘raising the bar’ or planning to do so in their communities.
- This would include providing jobs or disadvantaged groups, promoting inclusivity, and positive drinking.
You can also read more about companies that are supporting the hospitality industry during the pandemic here.
Learn more about ‘Raising the Bar’ here.