Beverage companies step up amid COVID-19 pandemic

All hands on deck to direct critical resources to first responders, food banks

During this unprecedented time in history, the COVID-19 pandemic continues to have a devastating impact on the supply chain, causing bars, restaurants and retailers to close, tradeshows to be shuttered, and living rooms to turn into workplaces and schools. The number of cases and deaths continues to rise exponentially in the United States and 203 countries.

Yet, to flatten the curve, residents are sheltering in place and beverage companies are stepping up in extraordinary ways to help. For instance, the Distilled Spirits Council of the United States and its member companies have donated more than $8.37 million to the U.S. Bartenders Guild Foundation (USBG) and other charities to support COVID-19 relief efforts.

Coordinated through Love, Tito’s Handmade Vodka’s philanthropic program, is pledging $2 million in national support to the restaurant industry and those affected by the pandemic. The vodka brand is donating $1 million split between four organizations — Children of Restaurant Employees (CORE), USBG, Southern Smoke and World Central Kitchen.

The Coca-Cola Foundation, the philanthropic arm of The Coca-Cola Co., is awarding a total of $13.5 million to five nonprofits — including Feeding America and The Boys & Girls Clubs of America and Canada — that are on the front lines of the humanitarian response.

Additionally, PepsiCo Inc. and The PepsiCo Foundation is activating its global resources and committing more than $45 million in vital support, including protective gear for healthcare workers, testing and screening services, and delivering more than 50 million nutritious meals to at-risk populations.

Perhaps Campari America, which is donating $1 million to the nonprofit Another Round, Another Rally and encouraging bar patrons to “tip their servers” thru the hashtag #AnotherRoundChallenge, best sums up our country’s resilience and resolve during this pandemic: Shaken Not Broken.

Barbara Harfmann, managing editor of Beverage Industry, visits beverage companies for cover stories and facility tours, and writes and edits for the magazine’s print and online components. She also represents the magazine at trade shows and events. She earned a Bachelor of Science in Mass Communications and Public Relations from Illinois State University.