In a bid to increase alcohol sales from retail partners, Diageo India launched a Raising the Bar campaign, a Rs 75-crore programme to support bars, pubs and restaurants open during the ongoing pandemic. The two year campaign will support the revival of qualifying bars, pubs and restaurants serving alcohol across in New Delhi, Mumbai, Bengaluru and other cities.
The campaign is following a global survey of bar owners by the company to identify key issues during reopening. The top priorities included hygiene measures, digital support and practical equipment and training to transform how their outlets will work when they reopen.
The company will provide non-cash support such as physical equipment like hygiene kits with high-quality permanent sanitiser dispensers, medical grade hand sanitiser and a range of personal protection equipment (such as masks and gloves) to bars, pubs and restaurants serving alcohol. To be a part of the campaign outlet owners have to register at the company website.
Anand Kripalu, managing director and CEO, Diageo India said, “The Indian hospitality and F&B industry has witnessed unprecedented loss of revenues. Pubs, bars and restaurants are an integral part of our communities, bringing people together to socialise and celebrate- something we have all missed during the lockdown. The revival of this sector is vital to the economy and to the success of our business. Raising the Bar provides enhanced safety measures when outlets resume operations so that their business and employment can revive, enabling our consumers to feel confident once again to socialise and lead normal lives.’’
As the lockdown begins to ease, people want to come together again to connect with their community and socialise safely. By bringing international best practices, providing access to free digital support, technology, training and equipment, Diageo aims to help bars, pubs and restaurants serving alcohol open its doors again.