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Brief Published: 24 Jun 2020

How Alcohol Brands Are Helping Hospitality

Jameson Hosts

The Covid-19 pandemic has left the pub, bar and club industry in flux, with establishments forced to close, and many facing uncertain futures. In response, the global alcohol industry is rallying to support hospitality staff through this tough period via innovative online offerings.

Irish whiskey brand Jameson has set up online platform Jameson Hosts, where out-of-work members of the global bar industry can receive wellbeing sessions and career coaching, and access technical training including cocktail masterclasses and whiskey tasting tutorials. Jameson will also offer financial rewards for users who share their own knowledge via video posts on the site. The whiskey brand has pledged $500,000 to hospitality association United States Bartenders’ Guild to further support affected members of the on-trade.

Meanwhile, Italian liqueur brand Campari is collaborating with three of the world’s top bars, Edinburgh's Panda & Sons, New York City's Dante, and Rome's Drink Kong to run a series of online events throughout June. Guests at each of the three events (one for each bar) will have the opportunity to virtually meet the bartenders, receive two pre-bottled signature cocktails and attend a masterclass on at-home Negroni assembly. Each event will feature live performances from musicians or circus entertainers. Tickets cost £20 ($25) each, with all proceeds going to Campari’s UK Shaken Not Broken fund supporting furloughed hospitality staff.

German digestif brand Jägermeister has taken a different approach with the launch of its Meister Drop-In platform in May. Here, virtual partygoers can visit the brand’s #savethenight site to book DJs, dancers, mixologists and magicians to ‘drop in’ to their Skype, Zoom or Houseparty gatherings for free and deliver short performances or run masterclasses. The roster of talent, who have lost their livelihoods due to the pandemic, are paid for their appearance by the drinks brand.

For more on how the hospitality industry is navigating the pandemic, read Covid-19: The Dining Industry Pivots and The Future Restaurant.

Read also The New At-Home Drinking Occasion for how alcohol brands are coping off-trade.