This archive report was first published on 24 June 2020.
On June 24, 2020, Diageo, the renowned beverage company behind GUINNESS, unveiled a groundbreaking $100 million global programme to aid pubs and bars in their recovery from the devastating effects of the COVID-19 pandemic.
The programme, dubbed 'Raising the Bar,' aims to provide targeted support to help these establishments reopen their doors and welcome back customers. This initiative is a direct response to the challenges faced by bar owners worldwide, as identified through a comprehensive global survey.
According to Ivan Menezes, Chief Executive of Diageo, 'Pubs and bars sit at the heart of every community. We have launched “Raising the Bar” as so many outlets have been impacted by this crisis and badly need help to open their doors again.'
As part of the programme, Diageo will allocate $100 million to support the recovery of major hospitality centers, including New York, London, Edinburgh, Dublin, and other key locations. This funding will be used to provide essential equipment, digital support, and training to help bars adapt to the new normal.
Diageo's 'Raising the Bar' programme is a timely response to the COVID-19 pandemic's impact on the hospitality sector. The UN's International Labour Organization has forecast that 436 million enterprises worldwide face serious disruption, and one in six young people will be unemployed due to the crisis.
