Diageo India, the local arm of world’s biggest alcohol beverage maker has announced it will provide hygiene kits and personal protection equipment (PPEs) to bars, pubs and restaurants serving alcohol once they resume their business in the country. The firm has dedicated Rs 75 crore for ‘Raising the Bar’ initiative.

The maker of Smirnoff Vodka and Johnnie Walker Scotch will support these businesses to partner with online reservation and digital payment firms over the period of two years under the initiative. The company hopes that these trade channels recover fast as they are the highest contributor of alcoholic beverage sale.

This commitment is part of the $100 million earmarked by the global company that is expected to benefit the businesses around the world in cities like New York, London, Edinburgh, Dublin, Shanghai and Sydney among others.

The company gave a statement saying, “The ‘Raising the Bar’ program will provide targeted non-cash support including physical equipment needed for outlets to re-open like ‘hygiene kits’ with high-quality permanent sanitizer dispensers, medical grade hand sanitizer and a range of personal protection equipment (such as masks and gloves); help to bars, pubs and restaurants serving alcohol to establish partnerships with online reservations and cashless systems; mobile bars and outdoor equipment.

Even though government has allowed the restaurants to function, they are not allowed the sale of alcohol and bars still remain shut altogether. The two-year initiative will be helping the qualifying bars, pubs and restaurants serving liquor in New Delhi, Bengaluru, Mumbai and other cities. The outlets can register themselves online once they are allowed to operate.

In our view, this is a good marketing strategy to strengthen relationship with pubs, bars and restaurant which account for 15-20% of its volumes. Quick recovery of these channels will be good for USL besides ensuring better connect, visibility,” said Edelweiss Securities’ Abneesh Roy.

Anand Kripalu, MD and CEO of Diageo India told that this lockdown has had a severe impact on the country’s hospitality and F&B industry and all sorts of businesses have been affected by it. “The revival of this sector is vital to the economy and to the success of our business,” said Kripalu.

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