Beam Suntory India partners with NRAI to pledge INR 1 Crore for F&B community

‘Learn and earn’ program on Beam Suntory’s own bartender-engagement platform ‘The Blend’ was set up engage bartenders during social distancing.

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Beam Suntory, one of the world leaders in premium spirits, has come forward to support the food and beverage community in India at this time of social distancing to prevent the spread of Covid-19. This initiative represents the spirit of Beam Suntory’s corporate social responsibility efforts, whose mission of ‘Growing for Good’ includes sustainability and supporting local communities.

With the lockdown of restaurants and bars across India to maintain social distancing, several thousand members of the hospitality community have been affected financially. Beam Suntory India is partnering with the National Restaurant Association of India (NRAI), the largest restaurant body in the country, to pledge a support of INR 1 Crore which will be used to provide relief to thousands of staff of member restaurants and their families at this period of the lockdown.

As a world leader in premium spirits, on-premise outlets play an important role in Beam Suntory’s business in India. The company is committed to supporting bartenders and other frontline members of the F&B community in this difficult time.

Beam Suntory is also utilizing The Blend, its global bartender engagement program, to directly reach out and support the bartender community in India. The company has launched a ‘learn and earn’ program to encourage bartenders to utilize their time at home effectively by taking up online training modules. Reading material and virtual engagement modules have been made available online, where bartenders can continue to be safe at home and enhance their knowledge and skills. To make the learning experience rewarding, The Blend will host online programs every day, spread across 50 sessions, with prizes for the participants.

Talking about the initiative, Neeraj Kumar, Managing Director, Beam Suntory India, said, “The global pandemic has threatened the survival of many businesses, especially the F&B industry, at a time when it was emerging strongly in India. Although we are confident that the industry will rebuild and continue to thrive after this crisis, the current economic anxiety is spilling over to thousands of dedicated professionals who have passionately supported the industry with their talent. Through these initiatives, we want to give back to our partners in the F&B community. They are our greatest champions and we want to support them in these difficult times. These initiatives are central to our business and fundamental to our ‘Growing for Good’ values.”

Anurag Katriar, President – NRAI; CEO & Executive Director – deGustibus Hospitality Pvt Ltd., said, “At the outset, a big Thank You to Beam Suntory India for their thoughtful gesture towards our Industry when we are going through some very trying times. It is extremely reassuring and encouraging to receive support from your partners in these difficult times. This gesture will further cement the relationship between the F&B Fraternity and Beam Suntory. This corpus will enable NRAI to extend helping hand to its members and their employees in times of such unprecedented crisis. I truly appreciate this kind gesture by Beam Suntory India.”

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