HAMILTON, Bermuda — Bacardi Limited has launched a new initiative to support bars and restaurants debilitated by COVID-19 shutdowns. Through #RaiseYourSpirits, Bacardi and its brand portfolio has pledged US$3 million in financial aid and other support to help the people on the frontlines of the industry.
This donation is in addition to the US$1 million already pledged by the company’s Patrón tequila brand.
Bacardi will work with organizations such as Another Round, Another Rally; CORE; the James Beard Foundation; Restaurant Workers’ Community Foundation; and Tales of the Cocktail to provide aid to the industry, as well as grassroots efforts to provide real-time financial support, meals and other necessities to partners in need.
“Bacardi is a family company and, for us, business is personal. We always say love for our brands is built in bars and now it’s our turn to show them our love,” says Mahesh Madhavan, CEO of Bacardi Limited. “We don’t have all the answers today on how best to help everywhere, but we’re committed to do what we can to see our industry through this crisis. These may be the darkest of days for bars and restaurants, but I’m certain that when we come out on the other side, people will emerge from isolation with a renewed zest to live life to the fullest and celebrate together with friends and family.”