Diageo’s $1.2m commitment to ‘Welcome Back’ bars

10 June, 2020 by Andy Young

Diageo is working to ‘Welcome Back’ Australia’s bar industry with a $1.2m package that will offer 130,000 free serves for venues as well as free access to TheFork booking platform for the rest of 2020.

As well as free serves and TheFork the Welcome Back package also includes PR and marketing support to help bars with their reopening plans and driving revenue in these difficult trading conditions.

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The ‘Welcome Back’ package supports venues across the country during their reopening phase by offering $10 cocktails to help generate spirits revenue for partners as they welcome back guests. Venues are be incentivised to feature a cocktail or premium Highball with one of Diageo’s spirit brands; Ketel One Vodka, Tanqueray Gin, Johnnie Walker Black Label, Bundaberg Small Batch Rum, Talisker 10 Year Old or Bulleit Bourbon, which will also make them eligible for bonus stock.

Chris Shaw, Diageo Australia Commercial Director, said: “This has been a challenging time for all of us but our pubs, bars, restaurants and hospitality venues, many of them small businesses that employ thousands across the country, have been hit particularly hard hit over the last few months.

“As we start to see some light at the end of the tunnel and our on-premise partners slowly re-open, Diageo Australia is backing them when they need it most.

“This multifaceted support package includes trade deals, bonus stock, free access to a bar booking platform, and PR and marketing amplification for venues that will equates to Diageo shouting them 130,000 standard drinks.

“This means a $1.2m boost into our participating on-premise partners offers much needed support as they start to get back on their feet and welcome the return of patrons to their favourite venues.”

The partnership with TheFork will allow venues to run the reservation management system that gives customers fast access to venue availability and promotions in their local area. The technology allows venues to adhere to current social distancing rules, providing much needed support to bars looking to maximise awareness, bookings, and sales during this time.

Gary Burrows, Country Manager TheFork Australia said: “We’re thrilled to work with Diageo to provide access to our platform to bars and pubs across the country. It’s a critical time for the hospitality industry as venues start to rebuild and reopen.

“This initiative will be a valuable tool to ensure the Australian bar industry has the support they need to thrive, from managing reservations safely to encouraging patrons to pull up a seat at the bar.”

The initiative will be available to 1000 hospitality businesses nationwide from Thursday. Venues interested in registering should contact their local Diageo representative.