Diageo India recently announced an interesting programme called ‘Raising the Bar’, which will support the revival and recovery of bars, pubs and restaurants serving alcohol. The ₹75-crore programme has been announced to help the F&B industry welcome back their patrons after the lockdown.
The move is being appreciated as this industry has been adversely affected due to the pandemic.
The company had conducted a global survey with bar owners to recognise the key priorities and immediate concerns to reopen their respective establishments. The survey highlighted digital support, hygiene measures and safety equipment gear for the staff as priorities.
Hence, the programme has been designed in a way that will target non-cash support like physical equipment, which are vital for reopening the outlets. This includes hygiene kits with high-quality permanent sanitiser dispensers, medical-grade hand sanitiser; and a range of personal protection equipment such as masks and gloves.
Anand Kripalu, Managing Director & CEO, Diageo India, said, “The Indian hospitality and F&B industry has witnessed an unprecedented loss of revenues. This has impacted many start-ups and MSMEs as well as the livelihood of millions of people. Diageo has always had strong linkages with the hospitality and the F&B industry, jointly curating unique experiences for consumers.”
Kripalu further adds that the revival of this sector is vital to the economy. They will also provide enhanced safety measures when the eateries and bars resume operations. “The business and employment can revive, enabling our consumers to feel confident once again to socialise and lead normal lives,” he adds.
In order to benefit from this programme, bars, pubs, restaurants and outlets will have to register via www.diageobaracademy.com. In order for an establishment to be eligible for this programme, a few parameters need to be met, like—must be registered as a legal entity (for tax purposes) or equivalent in each jurisdiction; must have been operating for a minimum period of 12 months before the introduction of any national or local lockdown restrictions due to COVID-19, affecting its ability to operate in a business as usual manner; must demonstrate at least one way in which they are or plan to ‘Raise the Bar’ in their community, including promoting inclusion, diversity and job-creation in disadvantaged communities; promoting positive drinking and tackling harm or anti-social behaviour.