On March 20 Molson Coors (home to Miller Lite) pledged $1 million to the United States Bartenders’ Guild, a nonprofit that supports bartenders and other service industry professionals, millions of whom are out of work due to widespread and still growing closures triggered by the COVID-19 pandemic.
And Miller Lite is encouraging others to follow suit with a new social media campaign that directs drinkers to the USBG National Charity Foundation’s Bartender Emergency Assistance Program.
The USBG National Charity Foundation is offering emergency grants to bartenders and others who serve alcoholic beverages at bars, taverns and restaurants that hold full liquor licenses nationwide.
The grants are aimed at helping the now furloughed workers with financial support to help them weather these turbulent times…
“If there’s one thing I’ve learned in 37 years in the beer business it’s that bartenders have always played a key role on the front lines selling our products,” said Kevin Doyle, president of U.S. sales for Molson Coors. “Over the years they’ve helped make our brands successful and it’s only right we give something back.”
“’Bartenders are the bedrock of the beer industry” said Anup Shah, Vice President of the Miller family of brands. And with so many of them now without income, it’s the right time to give back…
“Bartenders and service workers are essential to bringing people together, and Miller Lite is proud to support them as they’ve supported us for so many years, “We want to do our part to support the great people who make the industry what it is.”
The USBG relief campaign is one of dozens of national, regional and local efforts across the country to help workers affected by the suspension of dine-in services at bars and restaurants in an attempt to mitigate the spread of the COVID-19 virus.
Global spirits giant Beam Suntory and wholesaler Southern Glazer’s have partnered to pledge $1 million to the nonprofit and others. Jameson, the Irish whiskey brand has pledged $500,000 to the effort and Diageo, home to Guinness has donated $100,000.
The Boston Beer Company, home to the Samuel Adams brand, has teamed up with The Greg Hill Foundation and is donating $100,000 to benefit the Restaurant Strong Fund.
And continuing to step up in a big way, Boston Beer will match all donations to the Massachusetts charity meant to help hourly and tip-supported restaurant workers up to an additional $100,000 through March 31.
Want more on drinks industry organizations stepping up at this volatile time? There’s this…