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Berkmann Wine Cellars relaunches Help 4 Hospitality scheme

Berkmann Wine Cellars is relaunching a scheme to support the hospitality sector amid a second national lockdown in England which has shut on-trade venues.

After the on-set of the first UK lockdown in March, Berkmann opened its wine cellars to the wider public for the first time in its 56-year history through its Help 4 Hospitality scheme.

The scheme saw the launch of an online platform to give wine lovers access to an exclusive range of products, with sales providing financial support for hospitality venues and raising money for two industry charities helping workers through the Covid-19 crisis. Since it was launched, the pop-up wine shop has raised more than £75,000 for individuals and businesses.

It will function as before, with any hospitality outlet that joins the scheme given a voucher to share with their mailing list. Customers using this code will receive a 10 per cent discount - up from 5 per cent in the first lockdown - and Berkmann will increase the share of revenue donated to the industry from 12.5 per cent to 20 per cent. Alongisde the participating outlets, customers can further split the  donation generated by their order between industry charities The Drinks Trust and Hospitality Action. 

Rupert Berkmann, CEO of Berkmann Wine Cellars, said: "Berkmann has decided to forgo profits for the sake of supporting its partners in the hospitality industry by introducing more attractive pricing, an additional 7.5 per cent return to hospitality businesses and charities, and offering all employees of the participating hospitality venues an extra 5 per cent discount on their personal orders."

The Help 4 Hospitality campaign is set to continue through December, when current restrictions in England are due to be lifted.

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7 November 2020 - Bethany Whymark