Any hospitality operator that joins the scheme will be given a voucher code to share with their mailing list, and with every wine order placed with the code, Berkmann will donate 12.5% of the profits to the partner outlet.
The donations can be used to directly aid business cash flow during the crisis or can be split between hospitality-based charities The Drinks Trust and Hospitality Action.
Consumers ordering through the scheme will receive a 5% discount on their purchase and will receive their wine within five working days, or the next working day in London.
The initiative is not limited to Berkmann’s existing customers, and the company is encouraging any interested business to apply to firstname.lastname@example.org.
Berkmann says it has curated an 'eclectic' range of wines spanning fifteen countries of origin to drive the initiative, including some rarities from its Fine Wine cellar. It is also offering three pre-selected mixed cases
“The hospitality industry, Berkmann’s invaluable partner for the last 56 years, is suffering immeasurably during this shutdown,” said Rupert Berkmann, CEO of Berkmann Wine Cellars.
“At the same time, we are hearing numerous reports of consumers struggling to obtain the wines they want because of the pressure on retailers. We have great wine, and we have the infrastructure to deliver it, while being able to generate some much-needed support for our partners in the trade.”
The campaign is set to continue until the hospitality sector is back up and running following the lift of lock down restrictions.