As the coronavirus continues its spread throughout the U.S. and world, a number of beverage alcohol brands have donated to causes to help those most affected. Many have provided financial support to charities aiding the hard-hit bartending and on-premise community.
For instance, Brown-Forman Corp. and Bacardi-owned Patrón Tequila each donated of $1 million to COVID-19 response funds. Maker’s Mark owner Beam Suntory, with its U.S. distributor Southern Glazer’s Wine & Spirits (SGWS), also contributed $1 million, while Diageo is pledging $1 million to the U.S. Bartenders’ Guild (USBG) Foundation Bartender Emergency Assistance Program.
Tito’s Handmade Vodka made an immediate donation of $1 million to four groups supporting the food and drink sector: the USBG, Children of Restaurant Employees (CORE), Southern Smoke Foundation and World Central Kitchen. Tito’s said it would fund an additional $1 million as to further needs stemming from the COVID-19 pandemic.
Breakthru Beverage Group made a $500,000 commitment to partner with local nonprofit organizations, restaurants, and restaurant groups to purchase meals for front-line responders battling the COVID-19 outbreak and vulnerable populations affected by it, such as children and the elderly. This includes a contribution to the Restaurant Workers’ Community Foundation (RWCF) in addition to supporting Breakthru’s 13 U.S. markets and Canadian operations.
Several brands have donated to the USBG Foundation Bartender Emergency Assistance Program (BEAP), which is offering emergency grants to bartenders in need during the COVID-19 outbreak.
Hospitality data analytics company SipScience launched a $100,000 Go Fund Me fundraising campaign titled “Hospitality Industry Associates Fund” in support of individuals in the bar industry community who are affected by COVID-19. All proceeds will go directly to The USBG National Charity Foundation.
Bushmills Irish Whiskey donated $100,000 to the USBG Foundation BEAP and will match all donations up to an additional $100,000. Ilegal Mezcal donated $50,000 to the to the USBG Foundation BEAP, plus 100% of the profits from the Ilegal Mezcal Oaxaca, Mexico, shirt will go to the fund.
Regatta Craft Mixers is donating 15% of all online sales to the USBG Foundation BEAP through the end of April. It’s also waiving shipping fees on all online orders in the U.S. until further notice.
OM Liqueurs, imported by Vision Wine & Spirits, has pledged to donate $1 per bottle sold this year to the USBG USBG Foundation BEAP. This activation is retroactive to include nationwide sales since Jan. 1 and will continue through Dec. 31, 2020.