Molson Coors Beverage Co. pledged $1 million to the U.S. Bartenders’ Guild, a nonprofit that supports bartenders and other service industry professionals, millions of whom are out of work due to widespread closures precipitated by the COVID-19 pandemic.
And Miller Lite is encouraging others to follow suit with a new social media campaign that directs drinkers to the USBG National Charity Foundation’s Bartender Emergency Assistance Program, a relief campaign that aids bartenders and other service professionals.
“Taps are off. But tips are needed,” opens a new social media video from Miller Lite, which includes a link where they can “donate to the millions out of work.”
The USBG National Charity Foundation, the charitable arm of the USBG, is offering emergency grants to bartenders and others who serve alcoholic beverages at bars, taverns and restaurants that hold full liquor licenses nationwide. The grants aim to help ensure workers, their spouses and children are able to purchase food and other necessary supplies; pay for rent and utilities; and medical bills.
“If there’s one thing I’ve learned in 37 years in the beer business it’s that bartenders have always played a key role on the front lines selling our products,” said Kevin Doyle, president of U.S. sales for Molson Coors. “Over the years they’ve helped make our brands successful and it’s only right we give something back.”
Global spirits company Beam Suntory and wholesaler Southern Glazer‘s combined to pledge $1 million to the nonprofit, and Jameson, the Irish whiskey brand, earlier this week pledged $500,000. Spirits conglomerate Diageo, maker of Johnnie Walker whisky and Ketel One vodka, has donated $100,000, and SipScience, an analytics company focused on the hospitality industry, launched its own GoFundMe to raise $100,000 for the USBG.
Samuel Adams-maker Boston Beer Co. is donating $100,000 and will match donations up to an additional $100,000 through March 31 to benefit the Restaurant Strong Fund, a Massachusetts charity meant to help hourly and tip-supported restaurant workers.