The COVID-19 pandemic is one of the century’s most crucial global health disasters. It as been the greatest challenge that the world has faced since the 2nd World War. The global beer industry is no exception to the devastating effects of COVID-19.
On the bright side, beer companies try to do their share. They now have a chance to present themselves as responsible actors by taking steps to combat the global pandemic. Although life in lockdown is full of fear and anxiety, solidarity-based initiatives have inspired our faith in a hopeful future. The leading actors took great steps for the beer industry’s future to make it as normal as it can be. So, here is some news from the beer industry during COVID-19.
Some companies took the lead in the first place by taking initiatives about hygiene and cleaning materials. In the first week of April 2020, six hospitals in need across the Netherlands and Belgium started to receive 250,000 hand sanitizer bottles produced by Heineken. Heineken Spain also gave continuous support to the medical community with more than 10,000 liters of alcohol.
The Carlsberg Foundation, which supports pioneer research for a better future, has granted DKK 60 million to internationally relevant coronavirus projects. These projects aim to provide significant insights into behavior, prevention, and treatment for Cvid-19 preparedness and future global health threats. The company showed a great effort to fight the effects of COVID-19 in the beer industry.
Likewise, Carlsberg UK has launched its “Love My Local” movement. The movement enabled pubs, bars, restaurants, and cafes across the country to sell takeaway drinks and food to their local community. With a free-to-use website, businesses create a profile on Carlsberg UK‘s platform and start delivering, supporting, and fundraising in their local community. In addition, donating vital funds to a venue online or purchasing future experiences for when their locals reopen also became possible through this supportive movement. It is not only innovative but also well-thought.
As one of the world’s leading global brewers, AB InBev contributed to the production of hand sanitizers as well. The company has also deferred rent payments and provided free tap cleaning and keg restocks. Besides these, AB InBev has donated 20 million liters of purified brewery water to Belgian farmers this summer. It is a part of their commitment to making a meaningful difference by keeping water consumption during brewing as low as possible.
Diageo PLC is another important figure that has launched an excitingly new global program. “Raising the Bar,” to support pubs and bars to welcome customers back by calling on governments worldwide to provide long-term recovery packages to help the hospitality sector. Raising the Bar is a two-year program available from July 2020 that provides $100 million to support the recovery. However, the fund is only avaible for major hospitality centers like New York, London, Edinburgh, Mexico City, Shanghai, Delhi, Mumbai, and beyond. More importantly, the Raising the Bar program was designed according to the findings of a global survey of bar owners. Diageo PLC‘s top priorities were specified as hygiene measures, digital support, and practical equipment to transform how their outlets will work. The company also donated alcohol to produce over 8 million bottles of 250 ml hand sanitizers.
As one of the largest global brewers, Molson Coors has donated $1 million to US Bartenders’ Guild to support bartenders impacted by the Covid-19 crisis. As Molson Coors’ President of US Sales said, “… bartenders have always played a key role on the front lines selling our products. Over the years, they’ve helped make our brands successful.”
Europe’s 5th largest and Turkey’s leading brewer Anadolu Efes took an important step. The company funded 1M₺ to workers in the food and beverage sector impacted by Covid-19. They subsidized the industry through a campaign called “Solidarity is Beautiful Together,” they subsidized the industry. The campaign succeeded thanks to the partnership between Anadolu Efes and Ahbap Platform, an organization for charitable purposes in Turkey.
Guinness will also provide €14m funding over a two-year period to help Irish pubs recovering from the impact of the coronavirus pandemic. The fund was part of the company’s commitment to the future of Irish pubs to operate safely. The safety measures ensure new social distancing rules, digital skills training, and contactless technologies.
Overall, the contributions of companies featured in this post are quite valuable. These showed that there is a growing effort to provide safety and to support all stakeholders. We, as Pubinno, believe that COVID-19 has altered the entire beer industry. While consumer trust is more crucial to businesses today than it has ever been, the collaboration and effort across the whole industry have been impressive to make everything as safe as possible. We are proud to be a part of the effort to rebuild the global beer industry for a better future.
We highly recommend you read Pubinno’s Consumer Behavior Report on the Food and Beverage Industry After COVID-19 to better understand the dynamics of the post-pandemic hospitality industry. Stay safe! ?