Diageo pledges major support for on-trade

By Nicholas Robinson contact

- Last updated on GMT

Funding: Diageo launches helpline and funding
Funding: Diageo launches helpline and funding

Related tags: Coronavirus

Global drinks supplier Diageo has pledged a £1m fund to help operators during the coronavirus pandemic, as well the launch of a new information line for the independent, licensed business owners.

Both initiatives are live from today and have been launched in a bid to help independent operators through the troubling coronavirus pandemic, which has seen the sector shut its doors due to Government safety measures not used during peacetime.


The Morning Advertiser​ has joined forces with trade leaders and media bodies to help the sector overcome the coronavirus pandemic that has stripped hospitality businesses of jobs and income.

Leading titles Restaurant ​​magazine and BigHospitality ​​have partnered with The Morning Advertiser ​​as well as key suppliers and industry experts to launch the #UnitedWeStand campaign today (23 March).

Operators will be able to ask their questions by getting in touch with The Morning Advertiser ​​using our social media channels and #UnitedWeStand or by emailing Zbeavat.Nqiregvfre@jeoz.pbz​​.

Diageo’s information phoneline has been created to help licensed business owners wanting access to the Government’s commercial measures. Those looking for help can call 0207 728 2556 or email Choyvpna.Fhccbeg@hx.tg.pbz​ 

Business and financial advisers Grant Thornton will be providing the support.

Challenges and uncertainties

Diageo on-trade director for Great Britain Melissa Wisdom said: “We know the next few weeks pose challenges and uncertainties for all working in the licensed trade.

“We want to make sure that where there is Government support available, our customers are empowered to make the most of it.

“Working with Grant Thornton LLP, we will make information and support available, on the phone and by email, to help you access the measures announced by the Government.”

Diageo also made £1m in funding available to operators in need of support during the pandemic.

The money will be made available to licensees on a first-come-first-serve basis and only owners and managers of independent outlets are able to apply.

Capped at £600

Diageo has made it clear that applications from managed outlets and bartenders will not be accepted, with available funding for each free-trade outlet being capped at £600.

Applications can be made by the company’s online MyDiageo platform, which can be accessed through www.mydiageo.com​.

However, operators do not need to be registered members of MyDiageo to apply to get the funding.

Those applying should expect a response from the supplier within five working days.

Related topics: UnitedWeStand, Spirits & Cocktails

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