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Diageo India launches ‘Raising the Bar’

Diageo India launches ‘Raising the Bar’

Diageo India has announced ‘Raising the Bar’, a Rs 75-crore programme committed to support bars, pubs and restaurants serving alcohol to welcome customers back and recover following the lockdown on account of the Covid-19 pandemic.

‘Raising the Bar’ will be a 2-year programme to support the revival and recovery of qualifying bars, pubs and restaurants serving alcohol across New Delhi, Mumbai, Bengaluru and other cities.

Diageo designed the programme following a global survey of bar owners to identify key priorities to support reopening. Their top priorities included hygiene measures, digital support and practical equipment and training to transform how their outlets will work when they reopen.

The ‘Raising the Bar’ programme will provide targeted non-cash support, including physical equipment needed for outlets to re-open – such as hygiene kits with high-quality permanent sanitizer dispensers, medical grade hand sanitizer and a range of personal protection equipment.

It will also help bars, pubs and restaurants serving alcohol to establish partnerships with online reservations and cashless systems; mobile bars and outdoor equipment.

Following resumption of business operations and the sale of alcohol in bars, pubs and restaurants, outlets will be able to register their interest for the ‘Raising the Bar’ programme via

Bar owners will receive regular updates on best practice training and resources and be able to participate in global surveys to share insights, as they build back their businesses.

In India, the programme will be owned and led by Black Dog, its locally blended iconic Scotch whisky.

Who Is Eligible?

To be eligible for support from the ‘Raising the Bar’ programme, outlets must possess an alcohol licence, and meet the following criteria:

  • Registration as a legal entity (for tax purposes) or equivalent in each jurisdiction;
  • Been in operation for at least 12 months before introduction of any national or local lockdown restrictions due to Covid-19;
  • Demonstrate at least one way in which they are or plan to ‘Raise the Bar’ in their community, including promoting inclusion and diversity and job-creation in disadvantaged communities;
  • Promotes positive drinking and tackling harm or anti-social behaviour;
  • Focusing on sustainability or community support and providing skills training.

Diageo India’s commitment is part of the US$ 100-million commitment by Diageo, benefitting global cities like New York, London, Edinburgh, Dublin, Belfast, Mexico City, Sao Paulo, Shanghai, Nairobi, Dar es Salaam, Kampala and Sydney.

The impact of Covid-19 on the hospitality industry has been widespread, with the closure of venues across the country. The industry, home to many start-ups and micro, small and medium enterprises, is facing a tremendous liquidity crisis owing to lockdown closures, high rentals and additional pressures of securing hygiene equipment.

As governments begin to ease lockdown measures, people want to come together again to connect with their community and socialise safely. By bringing international best practices, providing access to free digital support, technology, training and equipment, Diageo aims to help bars, pubs and restaurants serving alcohol in India, open its doors again.

Diageo India is the country’s leading beverage alcohol company and a subsidiary of global leader Diageo PLC. It manufactures, sells and distributes an outstanding portfolio of premium brands such as Johnnie Walker, Black Dog, Black & White, VAT 69, Antiquity, Signature, Royal Challenge, McDowell’s No.1, Smirnoff and Captain Morgan.