Bacardi-Martini Australia has cemented its ongoing support for the country’s on-premise venues, with employees taking friends and family ‘Back to the Bar’.

The Back to the Bar activity is an annual event for Bacardi, traditionally held in February and sees teams across the world celebrate the day the company was founded nearly 160 years ago. Everyone at Bacardi calls on local bars to show their support, but also to do barstool research and speak to bartenders and cocktail lovers about the latest trends.

Mauricio Vergara , Managing Director of family-owned Bacardi-Martini Australia, said: “The Back to the Bar tradition is a time when everyone across the company, regardless of day job, becomes an ambassador by going back to where our business is made – the local bars and restaurants. Now it is our turn to show them our love.”

This is just the latest initiative from Bacardi in supporting on-premise venues hit hard by the COIVD-19 pandemic and lockdown.

Bacardi Australia has offered bartender financial advice sessions to clarify government support initiatives along with ‘Back to Work’ sessions highlighting CV preparation, advice for accurate costing of drinks menus and tax return guidance.

In addition the local team has also lobbied for more hospitality support from the government and providing venue vouchers for Bacardi staff and trade customers.

Globally the company also launched its #RaiseYourSpirits initiative in March with a $4m investment to support bars and restaurant owners and bartenders through the coronavirus crisis. Bacardi-owned manufacturing sites across the United States, Mexico, France, England, Italy and Scotland have also produced 1.1 million litres of hand sanitiser.

Andy Young

Andy Young

Andy joined Intermedia as Editor of TheShout in 2015, writing news on a daily basis and also writing features for National Liquor News. Now Managing Editor of both TheShout and Bars and Clubs.

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