Bourbon brand Bulleit launched a new hospitality mission called Local Bar Sundays on June 10 during the Tribeca Film Festival. The initiative encourages New Yorkers to support their local bars and restaurants by picking up the cost of the first drink for participants.

Local Bar Sundays, inspired by the contribution and resilience of bars, restaurants and hospitality workers, aims to help bring New York—and eventually other communities—together again. Through June 20, consumers who visit their favorite local New York bar or restaurant during the Tribeca Festival will be reimbursed $10 via Venmo for any Bulleit, Johnnie Walker, Crown Royal, Ketel One or Don Julio cocktail after uploading a receipt to the “First Drink Is On Us” $50,000 bar program at FirstsOnUs.com.

As part of the program kickoff, Bulleit hosted an official Tribeca Talk titled  Reigniting NYC: The Future of Hospitality in a Resilient City. Moderated by American actor, writer and director Colman Domingo (shown atop), the panel included Sophie Kelly (senior vice president, whiskies for Diageo North America); Paula Weinstein (executive vice president, Tribeca Enterprises); Matthew Miele (director of the film Turning Tables: Cooking, Serving, and Surviving in a Global Pandemic), who shared their insights on the road to recovery for the hospitality industry.

The Diageo-owned bourbon will be rolling out and expanding Local Bar Sundays in the coming months to support bars and restaurants in other states and cities across the U.S. The Local Bar Sundays mission follows the brand’s initial commitment of $250,000 to support the North American Hospitality Industry as part of the Bulleit Frontier Fund.