Molson Coors Beverage Company has announced it will donate $1 million to the United States Bartenders’ Guild, a nonprofit organization that supports bartenders and servers.
— Miller Lite (@MillerLite) March 20, 2020
And Miller Lite is encouraging others to follow suit with a new social media campaign that directs drinkers to the USBG National Charity Foundation’s Bartender Emergency Assistance Program, a relief campaign that aids bartenders and other service professionals.
“Taps are off. But tips are needed,” opens a new social media video from Miller Lite, which includes a link where they can “donate to the millions out of work.”
The USBG National Charity Foundation, the charitable arm of the USBG, is offering emergency grants to bartenders and others who serve alcoholic beverages at bars, taverns and restaurants that hold full liquor licenses nationwide. The grants aim to help ensure workers, their spouses and children are able to purchase food and other necessary supplies; pay for rent and utilities; and medical bills.
“If there’s one thing I’ve learned in 37 years in the beer business it’s that bartenders have always played a key role on the front lines selling our products,” Molson Coors U.S. sales president Kevin Doyle said in a post on the company’s blog. “Over the years they’ve helped make our brands successful and it’s only right we give something back.”
The bedrock of the beer industry always has revolved around helping drinkers celebrate all of life’s moments together, said Anup Shah, vice president of the Miller family of brands. But because of the pandemic, it’s become more difficult for people to connect with friends and trusted bartenders over a beer, he said.
“At a time when we can’t connect in person, we want to show that we’re still connected to, and supportive of, our bar and restaurant community. Bartenders and service workers are essential to bringing people together, and Miller Lite is proud to support them as they’ve supported us for so many years,” Shah said. “We want to do our part to support the great people who make the industry what it is.”