Family-owned spirits firm Bacardi has pledged an additional US$3 million in financial aid to support bars and restaurants “debilitated” by the coronavirus shutdown.
The funding is in addition to Bacardi-owned Patrón’s US$1m pledge last week.
The US$3m aid comes as part of Bacardi’s new campaign: Raise Your Spirits. The money will be used to support established non-profit organisations that are providing help to the industry during the pandemic.
Some of the organisations include: Another Round, Another Rally; Core; The James Beard Foundation; Restaurant Workers’ Community Foundation; and the Tales of the Cocktail Foundation.
Bacardi said these efforts were “just the start” and it was working to identify other ways it can help the on-trade industry. The campaign can be followed on Instagram using the hashtag #RaiseYourSpirits.
Mahesh Madhavan, CEO of Bacardi, said: “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.
“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.”
Multiple spirits firms have played their part in supporting the drinks industry through the coronavirus pandemic. Jameson Irish whiskey donated US$500,000 to help bartenders in the US, while Zamora Company gave €400,000 (US$432,000) to help disadvantaged groups.
Other companies that have also made substantial donations include Beam Suntory, Tito’s Handmade Vodka, Diageo and Campari Group.