Our #StandFast campaign to support the on-trade

Our #StandFast campaign to support the on-trade

To generate and sustain funds over what we believe will be a long-term need for the on-trade community, we plan to launch several fund-raising efforts in the coming months lead by various employee and brand driven initiatives.

If you look at our Family crest, you’ll see the words “Stand Fast.” That’s exactly what we’re going to do, together as a business, a family, and an industry, as we work through this unprecedented time due to COVID-19.

To aid the industry, we have launched the Stand Fast Campaign (#StandFast), a multi-pronged relief effort to support the on-trade community in the immediate future and on an ongoing basis.

As part of the campaign, we have established the Stand Fast Fund through which all activities enacted to support the on-trade will be filtered. The fund will be deployed in several ways:

  1. Via donations to industry-based charities
  2. Initiatives to help get bartenders back to work. We will do this by tapping into bartenders and mixologists for various company projects such as recipe creation, brand consulting, and social media posts, and they in turn will be properly compensated for their time and talents.
  3. Ambassador, on-premise, regional sales and marketing teams work with local organisations that can make grassroots impacts in their markets.

But Stand Fast is supporting the on-trade with more than the fund. Our ambassador community will be checking in with their bartender contacts to actively listen to the community for what they believe is needed to move forward in the coming months.

The Stand Fast Campaign allows us to direct immediate efforts to those areas most in need, and then remain flexible with its approach as needs evolve.

To generate and sustain funds over what we believe will be a long-term need for the on-trade community, we plan to launch several fund-raising efforts in the coming months lead by various employee and brand driven initiatives.

By enacting an ongoing campaign that will continually benefit the industry both monetarily and through other direct support tactics, we hope to offer positive, pragmatic help as the industry rebuilds.

Previous Story