TORONTO — Campari Canada has donated $50,000 to the Bartenders Benevolent Fund, a Canadian non-profit organization raising much-needed funds for bartenders, servers and other hospitality staff who have fallen under serious financial hardship.
This latest donation is part of the #ShakenNotBroken initiative that Campari Group has undertaken globally during the ongoing crisis. The campaign has deployed various initiatives to support the hospitality industry around the world.
Campari Canada’s first initiative to support the hospitality industry launched on March 27. The Campari Stir-Crazy program, in collaboration with Bartender Atlas, engaged more than 130 bartenders to create cocktails and content. Through this program, the company paid more than $35,000 directly to some of Canada’s most creative bartenders. The company has also partnered with Longslice Brewery and The Aviary Brewpub to buy meals for those in need. With the latest donation, Campari Canada has committed more than $85,000 in support to the hospitality industry.
Campari Canada has also produced high-alcohol sanitizer at its Grimsby, Ont.-based Forty Creek Distillery, which was delivered to local community organizations, including the Canadian Red Cross and St. Catharines Hospital Niagara.
“Our company, globally and locally in Canada, has always made community involvement a core principle of our organizational efforts. Our #ShakenNotBroken initiatives around the world are meant to support our friends and peers in the hospitality industry who have been particularly hard hit by the pandemic,” says Melanie Batchelor, president, Campari Canada. “We understand that, as the majority of bars and restaurants have been closed by order of provincial governments for safety reasons, the financial impact on those employed in this sector has been immense. We’re also aware that even as some regions prepare to slowly and responsibly reopen, some of the challenges faced by these dedicated professionals will remain. Through this donation and other initiatives, Campari Canada will continue to do everything possible to support the Canadian hospitality industry in their time of significant need.”