The daily lives of many across the globe have drastically changed amid COVID-19, especially those working in "nonessential" serving positions. Bacardi has committed to helping bars and bartenders across the Uk and Ireland during these unprecedented times with the multi-point plan, dubbed #RaiseYourSpirits backed by a £1.5 million investment by the brand. The plan includes a Deliveroo partnership to provide over 120 outlets and their bartenders with a platform to generate revenue from their cocktails, among other measures.
"Our strong relationships with bars and bartenders in the UK is incredibly important to us, and as we face the current challenges together, we’re doing all we can to provide the support they need," said Amanda Almond, Managing Director for Bacardi, UK & Ireland. "We have 158 years’ experience of overcoming crises and coming out fighting, and through our #RaiseYourSpirits initiative, we intend to do exactly that for our On-Trade partners."
Alcohol-Branded Charitable Donations
Bacardi Pledged £1.5 Million Support for Bartenders in the UK
Trend Themes
1. Charity-driven Marketing - Alcohol brands are leveraging their resources to support charitable causes, providing a unique marketing opportunity to align with consumers' values.
2. Restaurant Industry Support - Alcohol brands are collaborating with restaurants and bars to provide financial and promotional support that can strengthen brand loyalty and stimulate revenue.
3. Creative Revenue Models - Alcohol brands are pioneering innovative revenue models in the restaurant industry by partnering with delivery services and offering cocktail kits for at-home consumption.
Industry Implications
1. Alcoholic Beverage - Beverage companies can prioritize Corporate Social Responsibility initiatives, support charitable causes, and increase brand loyalty by collaborating with bars and restaurants.
2. Hospitality - Restaurants and bars can establish mutually beneficial partnerships with alcohol brands that provide financial and marketing support during times of crisis.
3. Food Delivery - Food delivery companies can collaborate with alcohol brands to jointly promote and distribute cocktail kits that enable consumers to recreate the bar experience at home.