Bacardi Limited on March 24 launched #RaiseYourSpirits, an initiative to support bars and restaurants debilitated by the COVID-19 shutdown.
This includes a pledged donation of $3 million in financial aid and other support to help people on the frontlines of the industry during this crisis. This donation is in addition to the $1 million pledged by the Bacardi-owned Patrón last week.
Organizations and businesses supported by Bacardi through this donation include: CORE, the James Beard Foundation, Restaurant Workers’ Community Foundation, Tales of the Cocktail, and Another Round, Another Rally.
“Bacardi is a family company, and for us, business is personal. We always say that love for our brands is built in bars, and now it is 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 are 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 am 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.”