Bacardi has announced a partnership with Deliveroo Editions to enable bars to deliver cocktails to local customers in London and Manchester during the coronavirus lockdown.
Bacardi, which has a portfolio of over 200 brands and labels, is launching a “virtual bar”, in partnership with Deliveroo Editions, giving over 120 outlets and their bartenders a platform to generate revenue from their cocktails.
The virtual bar will open in Deliveroo Editions kitchens in London and Manchester on 16 April, enabling bars to deliver premium cocktails to their local customers at home.
The move comes as part of Bacardi’s new #RaiseYourSpirits initiative, a multi-point plan to help bars and bartenders in the UK and Ireland hit by the coronavirus pandemic.
Bacardi has backed the initiative with £1.5m ($1.8m) of support for bars and bartenders across Europe after the temporary closure of bars and restaurants was enforced to tackle the spread of coronavirus.
In order to support bartenders who have lost their incomes due to the coronavirus lockdown Bacardi is hiring bartenders to host training events or to serve cocktails at events after the lockdown is lifted and is paying their fees in advance.
The spirits company is also commissioning bartenders to film themselves making their favourite Bacardi cocktails and share them on social media so people at home can learn how to make cocktails, while generating income for struggling bar workers.
“Our strong relationships with bars and bartenders in the UK is incredibly important to us, and as we face the current challenges together, we’re doing all we can to provide the support they need,” said Amanda Almond, managing director for Bacardi, UK & Ireland.
“We have 158 years’ experience of overcoming crises and coming out fighting, and through our #RaiseYourSpirits initiative, we intend to do exactly that for our On-Trade partners.”
Chris Tanner, a bartender who will be creating cocktails for the Bacardi’s virtual bar said: “The Bacardi #RaiseYourSpirits virtual bar has given us a huge boost. Having a way to earn money, keep busy and be creative while doing what I love most is fantastic.
“The current situation is changing everything for the bartender community, but this kind of online platform is a huge opportunity for us to step up our skillset and showcase our cocktail creativity.
“Personally, I can’t wait to get making our ‘Le Golden Highball’ cocktail with local Bermondsey Bees honey and Aberfeldy whisky — our locals love it, so we look forward to being able to deliver it to their doors soon!”
Bacardi has repurposed some of its UK distilleries for the production of hand sanitiser to help to combat the spread of the coronavirus. Their Bombay Sapphire gin distillery in Hampshire is producing 2,000 litres per week, for donation to local doctors, chemists and care homes.
In Scotland, Bacardi’s Dewar’s Blended Scotch Whisky has donated over 650 litres of hand sanitiser to local frontline services including the Scottish Ambulance Association.