Campari Canada announced a $50,000 donation to the Bartenders Benevolent Fund, a Canadian non-profit organization that is raising much- needed funds for bartenders, servers, and other hospitality staff who have fallen under serious financial hardship. The hospitality industry continues to be one of the hardest hit by the coronavirus pandemic.
This latest donation is part of the #ShakenNotBroken initiative that Campari Group has undertaken globally during the ongoing crisis. Campari Group’s #ShakenNotBroken campaign has deployed various initiatives to support the hospitality industry around the world.
Campari Canada’s first initiative to support the hospitality industry launched on March 27. The Campari Stir Crazy program, in collaboration with Bartender Atlas, engaged over 130 bartenders to create cocktails and content. Through this program, Campari Canada paid over $35,000 directly to some of Canada’s most creative bartenders. The company has also partnered with Longslice Brewery and The Aviary Brewpub to buy meals for those in need. With the latest donation, Campari Canada is totaling over $85,000 in support of the hospitality industry.
Campari Canada has also produced high-alcohol sanitizer at its Grimsby-based Forty Creek Distillery, which was delivered to local community organizations including the Canadian Red Cross and St Catharines Hospital Niagara.
“Our company, globally and locally here in Canada, has always made community involvement a core principle of our organizational efforts. Our #ShakenNotBroken initiatives around the world are meant to support our friends and peers in the hospitality industry who have been particularly hard hit by the pandemic,” said Melanie Batchelor, President, Campari Canada. “We understand that as the majority of bars and restaurants have been closed by order of provincial governments for safety reasons, the financial impact on those employed in this sector has been immense. We are also aware that even as some regions prepare to slowly and responsibly reopen, some of the challenges faced by these dedicated professionals will remain. Through this donation and other initiatives, Campari Canada will continue to do everything possible to support the Canadian hospitality industry in their time of significant need,” concluded Batchelor.