Liquor giant Campari Australia has launched a new initiative, Shaken Not Broken, to support the hospitality industry affected by the COVID-19 outbreak.
Campari is urging bars and restaurants to register to get involved and has pledged A$500,000 to a contactless cocktail delivery and collection service service along with product donations; packaging materials, marketing toolkits and media exposure.
The initiative aims to help businesses “keep pouring and stay connected” to Aussies through three phases, Initial Response, Ongoing Recovery and On Premise Revival.
“This crisis has affected everyone. 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,” said Simon Durrant, managing director of Campari Australia and New Zealand.
Campari’s latest move is only the first phase of an initiative to support the hospitality sector.
Tash Conte, director of Melbourne bar, Black Pearl, said that working together with other businesses navigating the crisis, makes it easier “to get through to the other side”.