Diageo India is among the country’s leading beverage alcohol companies with an outstanding collection of premium brands.
We vowed to help the bar community get back on track once reopening was a possibility in the COVID-19 phase. An exclusive initiative by us at Diageo, the “Raising the Bar” programme was thus designed following a global survey of bar owners to identify the key priorities to support reopening.
This program was the largest global support program launched in 2020 across key countries, for 2 years post-pandemic, in support of stabilising the on-trade.
Following the resumption of business operations and the sale of alcohol in bars, pubs and restaurants, outlets could register their interests under the “Raising the Bar” programme via www.diageobaracademy.com.
Bar owners would receive regular updates on best practices in training methods and resources. It also enabled them to participate in global surveys to share insights as they rebuilt their businesses.
Here is how it worked:
- Raising the Bar was designed to help provide hygiene measures, digital support and training to transform how outlets will work when they reopen.
- It targeted non-cash support, including physical equipment needed for outlets to reopen like ‘hygiene kits’ with high-quality permanent sanitiser dispensers, medical-grade hand sanitisers and a range of personal protection equipment (such as masks and gloves).
- It also helped bars, pubs and restaurants serving alcohol establish partnerships with online reservations and cashless systems, mobile bars and outdoor equipment.
In India, we invested INR 75 crore under 3 pillars of Safety & Hygiene, Digital & Tech Support and Trainings & Media, across 1,500 individual outlets that registered for this support.
The outcome:
- 2,000 hygiene starter kits were supplied when outlets started reopening post lockdowns.
- 1,200 sanitisation stations were provided in the year 2020.
- 30,000 litres of sanitiser, 80,000 units of biodegradable glassware and 40,000 masks were also made available.
- 523 LED screens were deployed to promote digital communication and reduce contact on menus and promotional material like tent cards.
- 30,000 litres of sanitiser, 80,000 units of biodegradable glassware and 40,000 masks were also made available.
- 523 LED screens were deployed to promote digital communication and reduce contact on menus and promotional material like tent cards.
- Contactless dining systems and digital search and discoverability partnerships were executed across 1,500 outlets.
- 5,200+ bar staff were trained across 700 outlets on the importance of ‘clean serve’ and other critical hygiene parameters post covid.
- We partnered with ‘The National Restaurant Authority of India’ to vaccinate 25,000 bar team members and spread awareness across 1 lakh partner staff on the importance of vaccinations.