Bacardi announces package of initiatives to support cocktail bars in UK and Europe

In total, 120 bars from across the two cities will be able to use the platform when it launches on 16 April.

It’s part of Bacardi’s #RaiseYourSpirits initiative, which is providing £1.5m to help support the bar industry Western Europe as it navigates the Coronavirus crisis. 

Focusing on smaller, independent bars that have no corporate back-up, Bacardi says the initiative recognises there is no single, magic solution to this crisis.

It says the brand's aim is to take the time to understand the particular needs of each of its bar industry partners, and how it can best answer them.

“Our strong relationships with bars and bartenders in the UK is incredibly important to us, and as we face the current challenges together, we’re doing all we can to provide the support they need,” says Amanda Almond, managing director for Bacardi in the UK and Ireland. 

“We have 158 years experience of overcoming crises and coming out fighting, and through our #RaiseYourSpirits initiative, we intend to do exactly that for our On-Trade partners.” 

Chris Tanner, who works at The Proofing Room in East London, is one of the barmen who will be creating cocktails for the virtual bar.

“The Bacardi #RaiseYourSpirits virtual bar has given us a huge boost,” he says.

“Having a way to earn money, keep busy and be creative while doing what I love most is fantastic. 

“The current situation is changing everything for the bartender community, but this kind of online platform is a huge opportunity for us to step up our skillset and showcase our cocktail creativity.”

As part of the initiative, Bacardi is also hiring bartenders for its future events and paying them in advance, as well as buying cocktail vouchers and prepaying for events held in bars.