Drinks-giant Diageo has announced a range of new initiatives in a bid to support the on-trade industry in these difficult times.
Diageo-owned Guinness has pledged £1m to help free-trade pubs and bars across the country to cover bartenders' wages, with a maximum of £600 available for each outlet.
Diageo has also set up a complimentary Diageo Bar Academy Training Course online, open to anyone working in the drinks trade.
Furthermore, Diageo is planning to support smaller businesses by making order sizes more flexible, which will be crucial for managing cash flow while assuring stock availability.
'The British drinks trade is facing one of its most challenging times ever and we want to help our communities when they need us most,' said Dayalan Nayager, managing director Great Britain, Ireland and France at Diageo. 'We all need to come together to support the trade and I would urge all my fellow drinks producers to do what they can to help our British pubs, bars and retailers and restaurants over the next few months.'
The new measures will be introduced as of next Monday 23 March.