Diageo continues on-trade support with new keg destruction programme


Diageo is supporting the trade from the impact of the Covid-19 crisis as it faces reopening, announcing a new programme to allow the safe retrieval of kegs from cellars across the UK.

The ‘Keg Destruction Programme’ will see Diageo provide a like-for-like replacement of fresh stock for all unbroached kegs. For all broached kegs, Diageo will work with HMRC to reclaim to duty on all broached keg volumes and pass back via an outlets Route-To-Market.

Due to health and safety reasons, all liquid will need to be destructed before kegs are collected to allow social distancing measures to be maintained.

Diageo is recommending all outlets dispose of the dispensed beer responsibly in line with the BBPA’s Protocol for ‘Destruction of Beer in Cellars to Avoid Environmental Damage May 2020’, which includes calling the water retailer for the pub to understand how to dispose of the liquid safely and sustainably.

The programme will require outlets to retain evidence of the beer destruction for six years to ensure sufficient data is available for any auditing.

All empty kegs will be collected from cellars and retuned safety back into the Diageo Supply Chain.

The scheme is open to anyone who stocks a Diageo draught product (Guinness, Hop House 13 & Open Gate Brewery) and there are no minimum or maximum keg requirements.

Pubs and bars can create an account via www.mydiageo.com to register keg stockholding details.

Melissa Wisdom, on-trade director, Great Britain, said: “We know the next few months pose uncertainties as the trade looks to safely reopen and we want to help our communities where they need us most.

“We are focused on ensuring a consistent and high-quality service and our teams remain available to support our customers throughout this challenging time.”

The announcement builds on a package of support for the trade Diageo announced in March, which included a £1 million pledge from Guinness to support bartenders in the free trade, flexibility on order sizes, and the opportunity for anyone working in the drinks trade to attend a complimentary Diageo Bar Academy Training Course, consisting of virtual training and online learning.

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