07 DEC 2020

07 DEC 2020 Press release

Over 1500 Hospitality Business Owners across India sign up for Diageo India’s ‘Raising The Bar’ Revival and Recovery Programme in Phase 1

National, 7th December 2020: Over 1500 restaurants, pubs and bars across India have signed up to avail the business revival support provided under Diageo India’s ‘Raising The Bar’ program in the very first phase.  Registrations have come in from across the states such as Assam, Chandigarh, Delhi, Goa, Haryana, Karnataka, Maharashtra, Punjab, Telangana and Uttar Pradesh.

 With the gradual easing of the lockdown restrictions and the ongoing Festive season, businesses are slowly re-opening their doors to customers. Providing a safe work environment for their employees as well as a safe ambience for the customers is the topmost priority for the businesses. ‘Raising The Bar’ program is helping provide a strong on-the-ground support to qualifying outlets by making provisions of physical equipment and ‘hygiene kits’ comprising of high-quality permanent sanitiser dispensers, medical grade hand sanitiser and a range of personal protection equipment including masks and gloves. The programme is also helping establish partnerships with online reservations and cashless systems; mobile bars and outdoor equipment.

Commenting on the successful initiation of Phase I, Shweta Jain, VP – Luxury Commercial & Key Accounts, Diageo India said, “Diageo has always been a strong partner to the  hospitality and F&B industry across segments. We all appreciate the industry’s measures & steps taken to reinstate confidence amongst consumers to socialise and come back to their favourite outlets. As the F&B industry readies for resumption of services/operations, it is imperative that we support them as well. We are elated with the response ‘Raising the Bar’ program has received in its first phase and the strong endorsement garnered within the fraternity”

 Ajay Gowda, Owner – Byg Ventures, one of the early registrants said, “Indian Hospitality and F&B Industry has witnessed unprecedented times. Diageo India has always considered this fraternity as an integral part of our communities. Raising The Bar programme will not only help outlets but consumers as well in coming back to their favourite outlets. So far this programme has given a strong backup to outlets by providing non - cash support including physical equipment like hygiene kits as well as new-age tech solves like contactless dining. The digital screens being put in outlets are surely an innovative way to deliver high quality menu deliverables in this new normal.

Diageo India is supporting the F&B industry to bring back that confidence and sharing a strong message that no matter what happens we will all together keep raising the bar!”

Diageo India’s commitment is part of the USD 100 million commitment by Diageo, benefitting global cities. In India, the programme is owned and led by Black Dog, Diageo’s locally blended iconic scotch whisky.



Media enquiries to:
Charlotte Rodrigues
+91 99 8726 5110

About Diageo India

Diageo India is the country’s leading beverage alcohol company and a subsidiary of global leader Diageo plc. The company manufactures, sells and distributes an outstanding portfolio of premium brands such as Johnnie Walker, Black Dog, Black & White, VAT 69, Antiquity, Signature, Royal Challenge, McDowell’s No.1, Smirnoff and Captain Morgan.

Headquartered in Bengaluru, our wide footprint is supported by a committed team of over 3300 employees, 49 manufacturing facilities across states and union territories in India, a strong distribution network and a state-of-the-art Technical Centre.

Incorporated in India as United Spirits Limited (USL), the company is listed on both the National Stock Exchange (NSE) and Bombay Stock Exchange (BSE) in India. For more information about Diageo India, our people, our brands, and performance, visit us at www.diageoindia.com. Visit Diageo’s global responsible drinking resource, http://www.DRINKiQ.com, for information, initiatives, and ways to share best practices.

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