Diageo Raises the Bar

Diageo India’s ‘Raising The Bar’ program has got overwhelming support from the industry in its very first phase. More than 1500 restaurants, pubs and bars across India have signed up to avail the business revival support under ‘Raising The Bar’ program. Registrations have streamed in from Assam, Goa, Chandigarh, Haryana, Karnataka, Punjab, Delhi, Maharashtra, Telangana and Uttar Pradesh.

‘Raising The Bar’ program comes across as a helping hand or support to qualifying outlets through provision of equipment and hygiene kits, which comprises high-quality permanent sanitiser dispensers, medical grade hand sanitiser and a range of personal protection equipment including masks and gloves. The programme is also facilitating partnerships with online reservations and cashless systems; mobile bars and outdoor equipment.

Regarding the success of Phase-I of ‘Raising the Bar’ programme, Shweta Jain, VP – Luxury Commercial & Key Accounts, Diageo India said, “Diageo has always been a strong partner to the  hospitality and F&B industry, across segments. We all appreciate the industry’s measures & steps taken to reinstate confidence among consumers to socialise and come back to their favourite outlets." 

"We are elated with the response ‘Raising the Bar’ program has received in its first phase and the strong endorsement it has garnered within the fraternity,” she added further.

The Raising the Bar programme is part of the 100 million USD commitment by Diageo that is spreading across the globe. In India, the programme is owned and led by Black Dog.