Bars across the U.S. suffered mightily during the Covid crisis. But only consumers who visit their favorite local New York bar or restaurant during the Tribeca Festival through June 20 will be reimbursed online for any Bulleit, Johnnie Walker, Crown Royal, Ketel One or Don Julio cocktail over $10 by participating in the “First Drink Is On Us” $50,000 virtual bar program.
Diageo plans on expanding the program across the U.S. in coming months, a spokesman told us.
New York consumers will be reimbursed $10 via Venmo for uploading a receipt to FirstsOnUs.com after purchasing a qualifying brand cocktail during the designated period. Participating consumers are encouraged to remember to tip their favorite bartenders.
“At the heart of every community is a gathering place – often in the form of a bar or restaurant,” said Sophie Kelly, SVP-Whiskey at Diageo North America. “As a brand focused on building community, we’re thrilled to bring our Local Bar Sundays initiative to New York in partnership with Tribeca Festival to help reignite excitement and encourage folks to get back to their local establishments that they know and love.”
As part of the Local Bar Sundays and Tribeca Festival programming, Bulleit will also take over New York City with an out of home and social media campaign, encouraging consumers across the city to make every Sunday a Local Bar Sunday with the “first drink on us” when they head to their local bars.
As the official Bourbon of Tribeca Festival, Bulleit will also have an on-site presence with a variety of touchpoints and activations including:
“Reigniting NYC: The Future of Hospitality in a Resilient City,” an official Tribeca Talk, moderated by American actor, writer and director, Colman Domingo, will unite innovative leaders and local New Yorkers in hospitality, spirits, and film to ignite conversation around the road to recovery for the hospitality industry and inspire the community to get involved as they discuss the path forward. The talk will take place on Sunday June 13. Festival-goers can reserve a ticket here to join the conversation.
Invite-Only: Italian Studies Film Premiere Official Afterparty: will honor the work of the creative cast and crew of the highly anticipated film, Italian Studies. The party will take place following the film’s world premiere on June 12.
Bulleit Frontier Whiskey Bar: ticket holders can enjoy bespoke Bulleit Bourbon and Bulleit Rye New York-inspired cocktails throughout the festival when they attend a Tribeca Talk, podcast premiere or immersive event.
Invite-Only Bulleit Frontier Whiskey Bar at the Diageo Cocktail Garden: Bulleit Frontier Whiskey will host actors, filmmakers and celebrities at the bar to enjoy cocktails throughout the festival featuring the brand’s award-winning Bulleit Bourbon and Bulleit Rye and Bulleit 10 Year-Old.
The Local Bar Sundays mission comes on the heels of the brand’s initial commitment of $250,000 to support the North American Hospitality Industry as part of the Bulleit Frontier Fund. This additional $50,000 pledge made by Bulleit Whiskey, Johnnie Walker, Crown Royal, Ketel One and Don Julio, Diageo brands, will continue to support industry recovery.