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Diageo donates extra $1 million to on-trade
Diageo North America has pledged an additional US$1 million to support bartenders through its new #TipsFromHome campaign, which seeks to engage the hospitality sector with at-home content during the pandemic.
The #TipsFromHome platform will see Diageo’s brands create activations across social media
The #TipsFromHome social programme aims to help on-trade members get back to work while at home.
Diageo has pledged US$500,000 to kick off the movement, while a further US$500,000 will also be donated during the programme. The funds are in addition to Diageo’s contribution of more than US$2m to North America organisations supporting the industry, including the United States Bartenders’ Guild (USBG) Foundation’s Bartender Emergency Assistance Program.
The new platform will serve as a social media-based destination for engaging at-home content and will also allow people to tip those in the on-trade who are in need through a number of charities.
The programme will kick off with a series of Bulleit Bourbon cocktail recipe demos with US bartenders. In addition, there will be a weekly ‘Cocktails de la Casa’ segment on Jimmy Kimmel Live, which airs every week night at 11.35pm EDT.
During the #TipsFromHome experiences, Diageo will donate US$1 up to US$1m, to the USBG every time someone shares a cocktail image using the hashtags #TipsFromHome and #DiageoDonation.
“Hospitality workers have taken care of us for generations. They invite us through their doors, pour us drinks and help millions of people feel welcome on a daily basis. But now, it’s our turn to help them,” said Ed Pilkington, chief marketing and innovation officer, Diageo North America.
“With #TipsFromHome, we are proud to give them an outlet to help continue practising their craft, while also providing them with the economic support that they need during this time. Together let’s come together to serve those who have always been there to serve us.”
To find out when the #TipsFromHome activations are happening, visit Diageo’s spirits brands on social media. Donations can also be made on givz.com/tipsfromhome.