Bacardi Limited is stepping up to help the global bar and restaurant industry that has been affected by the Covid-19 shutdown, with the company announcing they will be donating $3 million to support the industry.
The company has already mobilized to help during the pandemic, shifting some of their production capability at its Puerto Rico facility to help make hand sanitizer which is being distributed for free to international USPS workers, firefighters and police.
The company said, “Bacardi Limited, the largest privately held spirits company in the world, 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.
“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 USD pledged by our Patrón tequila brand last week.
“There are established non-profits that are providing aid quickly to those in our industry hard hit by this pandemic. Some of the organizations we are working with include Another Round, Another Rally; Core; the James Beard Foundation; Restaurant Workers’ Community Foundation; and Tales of the Cocktail.
“And because our business is inherently local, many of our 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.
“This is just the start. Our teams are working hard to identify more ways we can assist our on-trade community. We expect more outreach and activations to come. Our local teams, brands, and people are committed to lending a hand as this unprecedented hardship unfolds. Please follow #RaiseYourSpirits on Instagram to join this journey.
“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.”
This is a worldwide donation, however Bermuda will be included in it, and Douglas Mello, managing director of Bacardi’s Bermuda office, told Bernews, “We are moving very quickly to identify partners and, naturally, Bermuda will be among the markets we support as this is our home.”
This is not the first time the company has stepped up to help in a crisis, they donated $1 million to help the Bahamas after the devastating impact of Hurricane Dorian in 2019, and also donated $3 million to areas affected by Hurricanes Irma and Maria in 2017.