The Drinks Trust aims to raise a whopping £75,000 for industry staff through The Cream of the Crop auction, which will take place in November 2021.
Renowned Whiskey.Auction platform will host the online consumer auction, where bidders can purchase rare and unique bottles, gifts, and money-can’t-buy experiences.
Uk delivery is guaranteed before Christmas, and The Drinks Trust is encouraging hospitality brands and companies to get involved with the event and promote the initiative.
Ross Carter, The Drinks Trust’s Chief Executive, commented: “We are excited to be launching the first consumer-facing drinks industry auction of its kind, offering the very best in both products and experiences. Our ambition is to make this a highlight of the annual drinks industry calendar and to raise vital funds for the people we support with financial, wellbeing, and educational services, and in turn to grow the industry. I would encourage all brand owners, drinks producers, wholesalers, and operators to put forward lots and help make The Cream of The Crop Auction a huge success.”
With the money raised, the charity will provide vocations, wellbeing and financial services to support the drinks and hospitality industry workforce facing severe hardship.
With more than 7,000 venues still “in limbo”, according to a recent report, funding from the auction will provide much needed support for the sector and its employees.
Read more about how the hospitality sector is recovering from the pandemic here.