Diageo Great Britain

Diageo Great Britain is one of Britain’s leading exporters, helping to fly the flag for British business in over 180 countries.

Raising the Bar

Our global programme, “Raising the Bar”, supports pubs and bars to recover and welcome customers back following the COVID-19 pandemic.  

The on-trade plays an essential role in bringing people together to socialise and celebrate – and sustains hundreds of millions of jobs, however the hospitality sector was one of the hardest hit by COVID-19.

To support outlets impacted by the crisis, in June 2020 Diageo announced a new, unprecedented $100 million global programme, Raising the Bar, a two-year initiative to support pubs and bars around the world that badly needed help to open their doors again and welcome customers back after lockdown.

In the UK, £30 million of targeted support is currently helping pubs and bars by providing the physical equipment required to re-open, and bring people together to socialise in a socially distanced, safe way.  

Across the UK to date*:

  • Almost 24,000 on-trade outlets have been supported through the programme
  • Over 400,000 liters of hand sanitiser have been provided
  • More than 23,000 hand sanitiser dispenser stations have been delivered

 *August 2020

To provide this support, Diageo has partnered with a range of innovative UK operators to ensure business owners can provide a safe, welcoming space for customers to still have a great experience.

For example in the UK, we are providing: ‘hygiene kits’ with high-quality permanent sanitiser dispense units from innovative partner CleanedUp, medical grade hand sanitiser and a range of personal protection equipment (such as masks and gloves); help to pubs and bars to establish partnerships with online reservations and cashless systems; mobile bars and outdoor equipment.

The hard work and dedication of the sector has enabled the majority of pubs and bars to welcome people back safely, and we are now looking to how pubs and bars can still operate securely in the winter.

Bar owners can register their interest for the “Raising the Bar” programme via www.mydiageo.com in the UK and Ireland. 

Any bar, anywhere, also has free access to the digital training and support via DiageoBarAcademy.com, which is regularly updated with content through the programme.

Click here to read our global announcement in full