Campari Australia launches Shaken Not Broken initiative

17 April, 2020 by Andy Young

Campari Australia is responding to the country’s venue lockdown with the launch of its Shaken Not Broken initiative and is calling on bars and restaurants to register to be involved.

The initiative is made up of three phases aimed at helping venues to keep pouring and also keep them connected to their community. The phases are:

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  • Initial response
  • Ongoing recovery
  • On-Premise revival

Simon Durrant, Managing Director of Campari Australia and New Zealand, said Campari has committed $500,000 in value support, which includes access to a contactless bottled cocktail delivery and collection service, product donations, packaging materials, marketing toolkits, and media exposure.

“This crisis has affected everyone. We are feeling it and living it, personally and professionally, every day. Our goal is that Shaken Not Broken can aid the recovery and revival of our local venues across Australia, by offering businesses the tools and support to get back on their feet,” said Durrant.

Tash Conte, Director of Melbourne bar, Black Pearl, said Shaken Not Broken is a platform that will unite the industry.

“In times such as these, it is a struggle to maintain positivity and foresight in a future that is so unsure at present. My personal struggle is being removed from the people that make Black Pearl what it is,” Conte said.

“Our team and our patrons, our extended hospitality family and the relationships with the brands we use. This platform unites us and brings us together in celebration of each other and our industry, just in a different format to what we are used to.”

The initiative was founded on a belief that we can get through these difficult times together, so that once we emerge on the other side, neighbourhood venues and their staff will still be there.

The first aim of the program is to get bars and restaurants to register to take part in an initiative that seeks to support the venues and their staff until the eventual return of the industry.

“It’s easier to work out how we are going to get to the other side when you have friends who have the same goals,” said Conte.

Venues can register at the Shaken Not Broken website.