UK agent Berkmann Wine Cellars is giving a proportion of revenues from its direct to consumer wine orders to two charities supporting the hospitality industry during the UK’s coronavirus lockdown.
The online platform, called Help 4 Hospitality, gives consumers access to an exclusive range of wine. The initiative enables Berkmann to sell wine direct to consumers during a time of restricted supply, while also supporting hospitality businesses that have been forced to close to slow the spread of coronavirus.
Any hospitality outlet that joins the scheme will be given a voucher code to share with their mailing list. When placing an order using this code the recipient receive a 5% discount, and Berkmann will donate 12.5% of the order value to the outlet in question.
The donation could also be split between two charities: The Drinks Trust and Hospitality Action.
The news comes after many agencies and importers have switched to selling directly to consumers in an effort to keep their sales ticking over while bars and restaurants aren’t able to open.
Rupert Berkmann, CEO of Berkmann Wine Cellars, said: “The hospitality industry, Berkmann’s invaluable partner for the last 56 years, is suffering immeasurably during this shutdown. At the same time, we are hearing numerous reports of consumers struggling to obtain the wines they want because of the pressure on retailers. We have great wine, and we have the infrastructure to deliver it, while being able to generate some much-needed support for our partners in the trade.”
Alex Hunt MW, Berkmann’s Purchasing Director, said the agent has “crafted a really exciting, eclectic range of wines” to drive the campaign
“From high quality favourites like Prosecco, Pinot Grigio and Malbec to some rarities from our Fine Wine cellar we are covering a multitude of occasions, and with the wines spanning fifteen countries of origin, a broad mix of styles too. There are also three pre-selected mixed cases, allowing people to sample Berkmann’s portfolio at an especially attractive price.”
The Help 4 Hospitality shop can be found here.