London merchant Berkmann Wine Cellars has relaunched its Help 4 Hospitality pop-up online wine shop to help the on-trade through its second lockdown.
The first incarnation of the online wine shop raised over £75K for businesses within the hospitality sector during the spring lockdown.
This time around Berkmann will increase the share of revenue donated to the industry from 12.5% to 20%. The same donation mechanic as before applies: any hospitality outlet that joins the scheme will be given a voucher code to share with their mailing list.
Customers who place an order using the code will receive a 10% discount, up from 5% during the previous lockdown. Berkmann will also donate 20% of the order value to the outlet in question.
Customers have the choice to split the donation generated by their order between two charities supporting the hospitality industry: The Drinks Trust and Hospitality Action. Orders will be delivered within five working days nationwide, or the next working day within London.
“Berkmann has decided to forgo profits for the sake of supporting its partners in the hospitality industry by an additional 7.5% return to hospitality businesses and charities taking the total to 20% of all sales, and by offering all employees of participating hospitality venues an extra 5% discount on their personal orders,” Rupert Berkmann, CEO of Berkmann Wine Cellars, said of the revived initiative.
The campaign will continue in December, when restaurants are due to reopen. Voucher codes can be viewed on the Help 4 Hospitality website.