Tanqueray Aussie sommeliers

Diageo launches $1.2m ‘Welcome Back’ support package

May 28, 2020
By Alana House

Diageo has launched a nationwide ‘Welcome Back’ support package for the on-premise, designed to help rebuild the Australian bar industry.

Valued at $1.2 million, the support package will provide 130,000 free serves to venue partners across the country in bonus stock, and PR and marketing support to help enable bars to reopen and drive revenue in line with the current trading conditions. Hospitality businesses can register their interest via their local Diageo representative.

The ‘Welcome Back’ package will see Diageo support venues across the country during their re-opening phase by offering $10 cocktails to help generate spirits revenue for partners as they welcome back guests.

Venues will 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 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 will include trade deals, bonus stock that will equate to Diageo shouting them 130,000 standard drinks, and PR and marketing amplification for venues. This means a $1.2 million injection into our participating on-premise partners as they start to get back on their feet and welcome the return of patrons to their favourite venues.”

The initiative will be available to 1000 hospitality businesses nationwide from Thursday, May 28. Venues interested in registering should contact their local Diageo representative.

Diageo on-premise support
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