Campari Australia has announced the launch of the Shaken Not Broken initiative to help the hospitality industry, venues and bartenders keep connected.
Campari has committed $500,000 in value to Shaken Not Broken, which will directly support venues to keep pouring and stay connected to their community across three phases: Initial Response, Ongoing Recovery and resulting On Premise Revival.
The drinks company said the initiative was “founded on a belief that together we are stronger and can get through these difficult times, so that once we emerge on the other side, neighbourhood venues and their staff will still be there”.
Simon Durrant, Managing Director of Campari Australia and New Zealand, said the support 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,” Durrant said. “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.”
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,” Conte said. “My personal struggle is being removed from the people that make Black Pearl what it is.
“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.”
Today’s announcement and call for bars and restaurants to be involved is the first phase of 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.