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Diageo North America Pledges Nearly $2 Million to the Bar and Restaurant Community

With hospitality workers facing unprecedented challenges from the impact of COVID-19, Diageo North America commits $1.95 million to support in their time of need


Diageo North America Pledges Nearly $2 Million to the Bar and Restaurant Community

People globally are feeling the effects of the Coronavirus outbreak. The bar and restaurant community has been particularly hard hit by the current situation, with many facing extreme financial and personal uncertainty in the coming weeks and months. This is a group that has always been at the heart of Diageo’s business. To play its part in supporting them in their time of need, the company’s North America business has pledged $1.95 million of support to the bar and restaurant community.

Specifically, Diageo North America is pledging $1 million to the United States Bartenders’ Guild (USBG) Bartender Emergency Assistance Fund, which will be used to support those who will go without work during this challenging time. The USBG is a non-profit professional society of bartenders and other hospitality professionals uniting the hospitality community to advance professional bartending. Two hundred and fifty thousand dollars of this $1 million will come directly from Guinness US.

Additionally, Crown Royal has committed to donate $1 to the USBG Bartender Emergency Assistance Fund – up to $200,000 – for anyone who virtually raises a glass (no matter what they are drinking) and tags #generosityhour.

Guinness US also announced before Saint Patrick’s Day a commitment of $500,000 to support organizations where “we live, work and celebrate.” The brand has now increased that initial commitment to $1 million. In addition to the $250,000 mentioned above which will go to the USBG Bartender Emergency Assistance Fund, the brand has committed $750,000 to the Guinness Gives Back Fund.

Alongside the financial contributions, Diageo is also deploying the time of their field employees to aid the USBG in processing the tens of thousands of applications that have already come in from bartenders for financial assistance.

Diageo has also pledged to enable the creation of more than eight million bottles of hand sanitiser, by donating up to two million litres of alcohol to manufacturing partners, to help protect frontline healthcare workers in the fight against COVID-19. More detail here.

Visit for more information on the relief efforts, and stay updated at @GuinnessUS on Instagram, Twitter and Facebook, or @Diageo_NA on Twitter and Instagram.

“The spirit of our business and our brands is about fostering connections and bringing people together, and that’s what we do with the help of our amazing community of bartender and hospitality professionals. During this time of uncertainty, these donations will go straight to helping the individuals who serve us, and we want them to know that there is help and support when they need it most.”

Jon Pageler

EVP Corporate Relations, Diageo NA