The effect of the coronavirus pandemic on the global hospitality industry cannot be overstated. Being a sector that thrives on public gathering, bars, restaurants and others have been hardest hit by the recommended lockdown practices put in effect to curb the spread of the pandemic.

To this effect, Diageo - the producers of Guinness Stout and spirits like Ciroc, Johnnie Walker labels, Smirnoff amongst others– announced a new programme, “Raising The Bar” to support pubs and bars as they attempt to recover from the COVID-19 pandemic.

According to the official Diageo website, “Raising The Bar” is a two-year programme commencing from July 2020, aimed at supporting jobs and communities in cities such as New York, Mumbai, Nairobi, Dar es Salaam, Kampala, Sydney, and many others across the world.

Designed in response to a global survey of bar owners, the programme will also include a 100-million-dollar bailout with a focus on hygiene measures, digital support and practical equipment to help bar owners adjust to the ‘new normal, as the hospitality sector attempts to adjust to life after the lockdown.

In a statement about the programme, Ivan Menezes, Chief Executive of Diageo said:

We have launched “Raising the Bar” as so many outlets have been impacted by this crisis and badly need help to open their doors again. We are calling on governments around the world to provide long-term recovery packages to help the hospitality sector.

Registration is currently open to bar owners globally via the Diageo Bar Academy Website. We hope the government and more organizations in the country follow suit to bring restoration to the hospitality sector.