The relaunch comes in the wake of England's second lockdown and has increased the share of revenue donated to the industry from 12.5% to 20%
The Help 4 Hospitality scheme, launched in response to the first lockdown in March, raised over £75k for individuals and businesses with the hospitality sector.
The relaunch will see the initiative work in the same way [hospitality outlets are given a voucher code to share with their mailing list. By using the code on the order's checkout, people will be offered a discount while Berkmann will donate a percentage of the order value to the outlet of their choice].
Customers who order wine using the voucher will get a 10% discount (up from spring's 5%) and will have the choice of splitting the donation with The Drinks Trust and Hospitality Action charities.
'Berkmann has decided to forgo profits for the sake of supporting its partners in the hospitality industry, by introducing more attractive pricing, an additional 7.5% return to hospitality businesses and charities taking the total to 20% of all sales, and finally by offering all employees of the participating hospitality venues an extra 5% discount on their personal orders,' commented Rupert Berkmann, CEO of Berkmann Wine Cellars.
The initiative is not limited to Berkmann's exisiting customers (any outlet can apply to firstname.lastname@example.org) and the campaign is set to continue through December.