Beam Suntory, a world leader in premium spirits, has come forward to support the food and beverage community in India at this time of social distancing to prevent the spread of Covid-19.
This initiative represents the spirit of the company’s corporate social responsibility efforts, whose mission of ‘growing for good’ includes sustainability and supporting local communities.
With the lockdown of restaurants and bars across India to maintain social distancing, several thousand members of the hospitality community have been affected financially.
The company is partnering with the National Restaurant Association of India (NRAI), the largest restaurant body in the country, to pledge a support of Rs 1 crore which will be used to provide relief to thousands of staff of member restaurants and their families at this period of the lockdown.
As a world leader in premium spirits, on-premise outlets play an important role in the company’s business in India. The company is committed to supporting bartenders and other frontline members of the F&B community in this difficult time.
It is also utilising The Blend, its global bartender engagement programme, to directly reach out and support the bartender community in India.
The company has launched a ‘learn and earn’ programme to encourage bartenders to utilise their time at home effectively by taking up online training modules. Reading material and virtual engagement modules have been made available online, where bartenders can continue to be safe at home and enhance their knowledge and skills.
To make the learning experience rewarding, The Blend will host online programmes every day, spread across 50 sessions, with prizes for the participants.
Neeraj Kumar, MD, Beam Suntory India, said, “The global pandemic has threatened the survival of many businesses, especially the F&B industry, at a time when it was emerging strongly in India. Although we are confident that the industry will rebuild and continue to thrive after this crisis, the current economic anxiety is spilling over to thousands of dedicated professionals who have passionately supported the industry with their talent.”
“Through these initiatives, we want to give back to our partners in the F&B community. They are our greatest champions and we want to support them in these difficult times. These initiatives are central to our business and fundamental to our‘Growing for Good’ values,” he added.
Anurag Katriar, president, NRAI; CEO & executive director, deGustibus Hospitality Pvt. Ltd, said, “At the outset, a big Thank You to Beam Suntory India for their thoughtful gesture towards our industry when we are going through some very trying times. It is extremely reassuring and encouraging to receive support from your partners in these difficult times.”
“This gesture will further cement the relationship between the F&B Fraternity and Beam Suntory. This corpus will enable NRAI to extend helping hand to its members and their employees in times of such unprecedented crisis. I truly appreciate this kind gesture by Beam Suntory India,” he added.