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Diageo pledges AU$1.2m to help Australia’s bars reopen

Smirnoff owner Diageo has launched a new support package worth AU$1.2 million (US$825,000) to help its on-trade partners reopen across Australia.

Diageo will put significant investment behind marketing to help bars in Australia

The ‘Welcome Back’ support package will provide 130,000 free serves to bar partners, as well as PR and marketing support, to help venues reopen and boost revenue amid the coronavirus pandemic.

This would include an offer of AU$10 (US$6.90) cocktails to help generate sales, with venues incentivised to feature a cocktail or Highball with one of Diageo’s brands including Ketel One Vodka, Tanqueray Gin, Johnnie Walker Black Label, Bundaberg Small Batch Rum, Talisker 10 Year Old or Bulleit Bourbon. This initiative would enable the bars to be eligible for bonus stock from Diageo.

Chris Shaw, commercial director at Diageo Australia, said: “This has been a challenging time for all of us but our pubs, bars, restaurants and hospitality venues, many of them small businesses that employ thousands across the country, have been particularly hard hit over the last few months.

“As we start to see some light at the end of the tunnel and our on-premise partners slowly re-open, Diageo Australia is backing them when they need it most.

“This multifaceted support package will include trade deals, bonus stock that will equate to Diageo shouting them 130,000 standard drinks, and PR and marketing amplification for venues.

“This means a AU$1.2 million injection into our participating on-premise partners as they start to get back on their feet and welcome the return of patrons to their favourite venues.”

Hospitality outlets in Australia can register their interest for support through their local Diageo representative. The initiative will be available to 1,000 on-trade businesses from tomorrow (4 June).

In March this year, Diageo pledged £1m (US$1.2m) to aid bartenders across Great Britain affected by the coronavirus outbreak.

Meanwhile, in April, Diageo North America donated an additional US$1m to support bartenders through its new #TipsFromHome campaign, which seeks to engage the hospitality sector with at-home content during the pandemic.

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