Bacardi Limited has announced the launch of #RaiseYourSpirits, an initiative to support bars and restaurants debilitated by the COVID-19 shutdown.
“We have been devastated to watch our longtime partners and friends lose their livelihoods virtually overnight, as dining out, nightlife and entertainment grind to a halt around the world,” said Barcadi Limited in a statement.
“Bacardi and our brands including BACARDÍ® rum, MARTINI® vermouth & sparkling wines, GREY GOOSE vodka, PATRÓN® tequila, BOMBAY SAPPHIRE® gin and DEWAR’S® Blended Scotch whisky, pledge $3 Million USD in financial aid and other support to help the people on the frontlines of our industry during this unimaginable time.”
The spirits company explained that this initiative was just the start. “Our teams are working hard to identify more ways we can assist our on-trade community.”
“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,” said Mahesh Madhavan, CEO of Bacardi Limited.
“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.”
Bacardi Limited is the largest privately held spirits company in the world and produces and markets internationally recognised spirits and wines. Founded more than 158 years ago in Santiago de Cuba, family-owned Bacardi Limited currently employs more than 7,000 people, operates more than 20 production facilities in 11 countries, and sells its brands in more than 170 countries around the world.
Follow #RaiseYourSpirits on Instagram to join Bacardi Limited's journey.