Diageo recovery fund to support the trade goes live in the UK


Diageo 'Raising the Bar'

The fund from Diageo’s US$100 million ‘Raising the Bar’ recovery programme, created to support the global on-trade as it reopens following lockdown, goes live in the UK from today (9 July).

As part of the programme, Diageo has unveiled a range of UK partnerships. From 9 July, the following will be live for eligible outlets to apply for access:

  • Permanent, high-quality 5L hand sanitiser units created in partnership with CleanedUp, available free-of-charge to the trade. Dispense units will be delivered with 20L of hand sanitiser donated by Diageo and a basic hygiene kit containing PPE masks and gloves.
  • A kit containing rPET, recycled, recyclable and environmentally friendly rPET takeaway drinks solutions and the education and tools to support recycling.
  • Bespoke mobile bar solutions created by Special Bar Services, fitted with protective sneeze screens to ensure outlets can maintain high health and safety standards, alongside extra service points for outlets to serve draught beer and draught cocktails.

The ‘Raising the Bar’ programme is open to both independent outlets and managed operators. There will also be free access to the digital training and support via the Diageo Bar Academy, which will be regularly updated with content.

Melissa Wisdom, on-trade sales director, Diageo, said: “We know how badly outlets need help to open their doors again.

“We’ve partnered with a range of innovative UK operators to ensure business owners can provide a safe, welcoming space for customers to socialise and celebrate in a socially distanced way, and still have a great experience.”

In addition, separately to ‘Raising the Bar’, Diageo GB will be funding a partnership with Omnifi to create a bespoke contactless mobile device platform OrderBee, which will support outlets with contactless commerce.

The platform encompasses table booking, digital menus, order to table and cashless payment. Diageo will fund the first six months of an outlet’s licence.

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