The Beverage Industry Comes Together to Support the On-Premise Community During COVID-19

Apr. 17, 2020

During this unprecedented time of COVID-19, beverage producers around the world have come together to support hospitality workers who have been severely impacted by coronavirus. 

In an effort to keep our customers informed as to how our supplier partners are giving back to this vulnerable community, we have created a guide sharing the industry’s response efforts. This page will be updated regularly, so check back often to see the latest charitable efforts from our brand and supplier partners.

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National Efforts


Brown-Forman will be donating $1 million dollars to support communities impacted by COVID-19, with donations to Restaurant Workers’ Community Foundation and One Louisville.

In addition to the donation, Jack Daniel's announced they are transforming one of their distilleries to begin manufacturing 20 million six-ounce bottles of hand sanitizer.


Constellation Brands

Constellation, along with a number of its flagship brands such as Corona Extra, Meiomi, Kim Crawford, The Prisoner, and High West Whiskey, have joined forces to help industry partners and communities. Together, the collective brands have contributed $1 million to the National Restaurant Association Educational Foundation, $500,000 to United States Bartenders’ Guild, and $250,000 to support first responders.

Furthering its commitment, the company established the Constellation Brands COVID-19 Crisis Relief Fund, through which Constellation will match contributions from its several thousand employees across the country, two-to-one, to benefit nonprofit organizations supporting communities impacted by coronavirus.


Diageo North America

Diageo North America has pledged more than $2 million of support to the bar and restaurant community. Alongside the financial contributions, Diageo is also deploying its field employees to aid the USBG in processing the tens of thousands of applications from bartenders for financial assistance. Diageo has also pledged to enable the creation of more than eight million bottles of hand sanitizer, by donating up to two million liters of alcohol.

Crown Royal: Crown Royal has deployed a virtual happy hour, asking followers to join Crown Royal in raising a glass for those who have poured one for us.

For every comment on their post with #GenerosityHour and #CrownRoyalDonation, Crown Royal will donate $1 to the USBG Emergency Relief Fund, up to $200,000.

Guinness: Guinness has committed $500,000 through the Guinness Gives Back Fund to help communities impacted during this time.


Edrington Americas

Edrington and members of The Distilled Spirits Council will collectively donate more than $12.2 million to the USBG National Charity Foundation and other charities go support COVID-19 relief efforts.


E&J Gallo Winery

A $100K donation from seven wineries in E. & J. Gallo Winery's premium wine division will support GuildSomm's mission to deliver educational content to the Sommelier community.

Additionally, the world's largest winery is now producing hand sanitizer for local first responders and others in need.

Barefoot Wine & Bubbly: Barefoot has donated $100,000 to Children of Restaurant Employees (CORE), which supports food and beverage employees and their families faced with life-altering circumstances. In addition, Gallo will match U.S.-based employee contributions one-to-one through its employee match program. You can make donations directly to CORE here:

New Amsterdam: Spittin' Chiclets has partnered with Pink Whitney and New Amsterdam Vodka to give back to bartenders that are impacted by bar and restaurant closures. 100% of the net proceeds will be donated to the United States Bartenders' Guild Foundation's Bartender Emergency Assistance Program.

Amaro Montenegro: The distillery created Monte For Good, a social media campaign designed to provide immediate support, while also raising awareness and funding for the USBG Bartender Emergency Assistance Program. By sharing a #MonteForGood cocktail image, Amaro Montenegro will donate $5 to the USBG Bartender Emergency Assistance Program.

Instead of hiring influencers to promote such an initiative, Amaro Montenegro paid 200 non-working bartenders $200 each to share its social media post and spread the word. Starting with 12 nominations by trusted friends of the brand, the hired bartenders will nominate each other across state lines, impartially casting the net far and wide.


Fireball Whiskey

Fireball Whiskey in filling the World's #BiggestTipJar to help bartenders and service industry members manage through the challenging time ahead. Fireball added $100,000 to the tip jar already, and the company will match all contributions up to $400,000. All tips will directly assist service industry members including the USBG Bartender Emergency Assistance Program


Moët Hennessy

Hennessy: Hennessy has contributed to public health efforts with donations of hand sanitizer, masks, medical clothing and medical alcohol for local medical facilities, both directly and as part of collective initiatives by the cognac sector. The Maison is also helping protect the ecosystem of its home region, ensuring that vulnerable partners are also protected (faster payment times, confirmation of orders, increased coordination with grape growers).

LVMH: LVMH Maisons are also actively involved. Veuve Clicquot has contributed its stock of masks and is supplying protective eye-wear for the Maison Blanche hospital in Reims, while Moët & Chandon, in addition to donating equipment and materials, is making facilities for seasonal grape harvest workers available to healthcare staff and is delivering breakfasts each morning for teams at the Auban-Moët hospital.

Woodinville Whiskey Co: The Woodinville Whiskey distillery in Washington state has produced several thousand liters of ethanol with high proof alcohol to make hand sanitizer gel for the local community. It is being donated to healthcare establishments and state agencies, as well as vulnerable segments of the population. Hand sanitizer will also be provided for MHUSA and its partners.


Molson Coors

Molson Coors has pledged $1,000,000 to the United States Bartenders' Guild in the wake of widespread bar and restaurant closures.

In addition, the company has also donated 154,000 cans of fresh drinking water to truck drivers across the U.S. and Canada in an effort to help keep them safe by limiting the amount of stops they need to make for supplies.


Montucky Cold Snacks

Montucky Cold Snacks has doubled its normal everyday eight percent donation to 16 percent of the brewery’s total profits. It will also be donating 100 percent of our merchandise and apparel profits for the whole month of April.


Santa Margarita Wines

Santa Margherita Wines announced that it will be donating $250,000 to local and national nonprofit organizations serving areas of society that will need it most during COVID-19.

In addition, Santa Margherita has launched its Uncork Your Extraordinary social campaign on both Facebook and Instagram. The first part of this campaign will support a $75,000 donation to Meals on Wheels of America, which supports over 5,000 community based programs that are dedicated to addressing senior isolation and hunger.


Skrewball Peanut Butter Whiskey

Skrewball has committed to donating $500,000 to the United States Bartenders' Guild. In addition to their support of USBG’s Bartender's Emergency Assistance Program, Skrewball will also be working with Children of Restaurant Employees (C.O.R.E.), the California Restaurant Association's Restaurant Cares Program, and more, to donate an additional $250,000 to these important causes.


Tito’s Handmade Vodka

Tito's Handmade Vodka has pledged $1 million between four organizations focused on those in the service industry — CORE, USBG Foundation, Southern Smoke, and World Central Kitchen. The company will also fund an additional $1 million as further needs stemming from the COVID-19 situation are uncovered.

At a local market level, Tito’s has also begun to serve up free meals for service industry employees and others who are currently out of work. Please reach out to your Breakthru Beverage Sales Consultant to learn more about this effort in your city.


William Grant & Sons

As part of the company’s Stand Fast Campaign, William Grant & Sons has established the Stand Fast Fund which will be deployed via charity donations and initiatives to help get bartenders back to work. WGS will continue with compassionate and creative direct support tactics to help the industry rebuild, and with ongoing monthly initiatives lead by their Ambassadors and their extended team, the flow of monetary support will continue to the on-trade community.

The company is also shifting production at three of its distilleries to supply about five million liters of ethanol over the next eight weeks for the production of hand sanitizer.


Local Efforts


A.D. Laws Whiskey

The Denver distillery has partnered with Stem Ciders and other local companies to feed more than 150 service industry professionals. Laws Whiskey House has also partnered with select local businesses to create relief packages for service industry professionals, with the aim to support through donations to the Colorado Bartenders’ Guild Family Meal volunteers and Colorado Springs Bartenders’ Guild Members.

Avery Brewing Co.

The Boulder, CO brewery has given away 4,000 cases of free beer to frontline workers in Boulder County to thank them for their service during COVID-19.



In response to COVID-19, Somrus has launched Small Brand. Big Heart. with the goal to raise $25,000 for bartenders and service industry members as they navigate the months ahead. All donations will go directly to CORE, a nonprofit organization that provides grants to assist the families of service industry members navigating life-altering circumstances.

Somrus will seed the fund with $2,500 and will match funds raised over $25,000 with an additional 10% donation.