UK based Bacardi Limited, the largest privately held spirits company in the world, has launched #RaiseYourSpirits, an initiative to support bars and restaurants debilitated by the COVID-19 shutdown.
Bacardi and its brands including BACARDÍ® rum, MARTINI® vermouth & sparkling wines, GREY GOOSE vodka, PATRÓN® tequila, BOMBAY SAPPHIRE® gin and DEWAR’S® Blended Scotch whisky, pledge $3 Million USD in financial aid and other support to help the people on the frontlines of the industry during this unimaginable time. This donation is in addition to the $1 Million USD pledged by its PATRÓN® tequila brand last week.
“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,” said 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.”