Bacardi and Patrón
Bacardi has launched a new campaign called #RaiseYourSpirits, an initiative aimed at supporting bars and restaurants affected by coronavirus.
The spirits giant has pledged US$3 million in financial aid and other support to help people in the bartending and restaurant community.
Last week, Bacardi-owned Tequila brand Patrón also donated US$1 million to hospitality charities Children of Restaurant Employees; Another Round, Another Rally; and The James Beard Foundation.
Bacardi’s donation is addition to the amount donated by Patrón. The company said it was working with a number of charities including Another Round, Another Rally; CORE; the James Beard Foundation; Restaurant Workers’ Community Foundation; and Tales of the Cocktail.
Mahesh Madhavan, CEO of Bacardi, said: “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. 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.”
