The impact of COVID-19 on the hospitality industry has been widespread, with the closure of venues across the country. The industry, home to many start-ups and MSMEs, is facing a tremendous liquidity crisis owing to lockdown closures, high rentals and additional pressures of securing hygiene equipment.
By bringing international best practices, providing access to free digital support, technology, training and equipment, Diageo aims to help bars, pubs and restaurants serving alcohol in India, open its doors again.
Diageo India today announced ‘Raising the Bar’, a 75-crore programme committed to support bars, pubs and restaurants serving alcohol to welcome customers back and recover following the COVID-19 pandemic. “Raising the Bar” will be a two year
programme to support the revival and recovery of qualifying bars, pubs and restaurants serving alcohol across New Delhi, Mumbai, Bengaluru and other cities.
The “Raising the Bar” programme will provide targeted non-cash support including physical equipment needed for outlets to re-open like ‘hygiene kits’ with high-quality permanent sanitiser dispensers, medical-grade hand sanitiser and a range of personal protection equipment (such as masks and gloves); help to bars, pubs and restaurants serving alcohol to establish partnerships with online reservations and cashless systems; mobile bars and outdoor equipment. Following resumption of business operations and the sale of alcohol in bars, pubs and restaurants, outlets will be able to register their interest for the “Raising the Bar” programme via www.diageobaracademy.com. Bar owners will receive regular updates on best practice training and resources and be able to participate in global surveys to share insights, as they build back their businesses.
Anand Kripalu, Managing Director & CEO, Diageo India said, “Diageo has always had strong linkages with the Hospitality and F&B industry, jointly curating unique experiences for consumers. The revival of this sector is vital to the economy and to the success of our business. Raising the Bar is our commitment to qualifying Pubs, Bars & Restaurants that serve alcohol. This support extends to providing enhanced safety measures when they resume operations so that their business and employment can revive, enabling our consumers to feel confident once again to socialise and lead normal lives.”
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