Bacardi Ltd. today launched #RaiseYourSpirits, an initiative to support bars and restaurants debilitated by the COVID-19 shutdown.
“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,” the company said, adding:
“Bacardi and our brands including Bacardí rum, Martini vermouth & sparkling wines, Grey Goose vodka, Patrón tequila, Bombay Sapphire gin and Dewar’s Blended Scotch whisky, pledge $3 Million USD in financial aid and other support to help the people on the frontlines of our industry during this unimaginable time. This donation is in addition to the $1 Million pledged by our Patrón tequila brand last week.”
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 Foundation.
And because its business is inherently local, many of Bacardi’s 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.
“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, CEO of Bacardi Limited. “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.”