Bacardi launches #RaiseYourSpirits campaign to support UK bars

Drinks giant Bacardi has announced a new £1.5 million plan to support bars and bartenders in western Europe through the coronavirus lockdown, which has dealt a critical blow to the on-trade sector.

A key tenet of Bacardi's #RaiseYourSpirits campaign is the launch of a virtual bar with Deliveroo Editions, which will give more than 120 bars a platform to sell their cocktails to local customers. 

The #RaiseYourSpirits campaign is focusing on smaller independent bars with less corporate clout to fall back on in the wake of the Covid-19 crisis, which has seen lockdowns put in force in many European countries including Italy, France and the UK.

As well as the Deliveroo Editions virtual bar, which opens for customers in London and Manchester on 16 April, the help being offered through the #RaiseYourSpirits initiative in the UK and Ireland also includes bartender support (with bartenders being asked to host training events or make cocktails for virtual events) and enabling the sale of cocktail vouchers.

Amanda Almond, managing director for Bacardi UK & Ireland, said: "Our strong relationships with bars and bartenders are incredibly important to us and as we face the current challenges together, we're doing all we can to provide the support they need."

Steve Young, on-trade sales director for Bacardi UK & Ireland, added: "We're proud to be taking positive action to help, but this is just day one. Our support for bars and our bartender community will continue right until the day they can reopen their doors, and then beyond."

9 April 2020 - Bethany Whymark