NEW YORK, Aug. 24, 2020 /PRNewswire/ -- Right now,
thousands of those in the bartending and hospitality industry are
facing uncharted territory and are limited in where and how to use
their skills. Bulleit is committed to helping bartenders get
back to doing what they do best.
Experience the interactive Multichannel News Release here:
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That is why today Bulleit is announcing the creation of the
Bulleit Frontier Fund, with an initial
commitment of $250,000
over the next year to support the North American hospitality
industry. To kick things off, donation recipients will include such
worthy organizations as The USBG National Charity
Foundation, Another Round, Another Rally and
Southern Smoke Foundation.
In conjunction with the fund, Bulleit is launching a new
national creative campaign that will live across TV,
digital and social, starring real bartenders putting their skills
to work in unexpected ways as they wait to get back behind the bar.
Bulleit has partnered with acclaimed director, Lucy Forbes, to direct the new ad campaign
from behind the camera. Known for her unique perspective on the
comedy genre and challenging the status quo, Forbes is one of the
leading voices of the new generation of comedy directors.
"Bulleit was built thanks to the support of the bartender
community and those in the hospitality industry. And, with this new
campaign, we are excited to not only help them with our charitable
initiatives, but also to celebrate them and their unique skills."
said Sophie Kelly, Sr. Vice
President of Whiskey at Diageo North America. "We hope to
return the support that our friends have given to us over the years
and to keep them pouring!"
"The United States Bartenders Guild is an integral resource
for bartenders throughout the nation and works to empower all of
those who elect careers within the hospitality industry." said
USBG Executive Director Aaron Gregory
Smith. "Through valued partnerships and support from
programs like the Bulleit Frontier Fund, the USBG National Charity
Foundation is able to continue providing support to thousands of
the more than 700,000+ US bartenders who are experiencing emergency
hardship during this time."
Bulleit will also be announcing a variety of actions to further
support those in the bartending and hospitality industry, including
a #BulleitBarSkills content series, a partnership
with Sourced Craft Cocktails and the continuation of the
brand's educational platform, Frontier Bartender Labs.
With the #BulleitBarSkills content series, Bulleit is
partnering with the USBG to recruit bartenders from across the
country to help consumers elevate their at-home cocktail-making
skills. The bartending industry is challenged by COVID-related
closures, and many are currently out of work. These bartenders will
share unique cocktail recipes and the stories behind them, while
giving consumers techniques and tips. The recipe demos will be
available for consumers to view on the @Bulleit Instagram
channel.
For folks who want to conveniently make their drinks at home,
they can order freshly made cocktails from their phone to their
door through Sourced Craft Cocktails (in select markets
where available). Sourced Craft Cocktails supports the bartending
community by getting out of work bartenders back to their trade by
making these cocktails and delivering them directly to a
consumer. Bulleit is a proud partner of Sourced Craft
Cocktails and, soon, consumers will even be able to have a Bulleit
Ambassador give a Bulleit tasting or cocktail demonstration at
their next virtual happy hour.
Recognizing that innovation and change is imperative for the bar
and restaurant industry to survive, Bulleit will continue the
brand's educational platform -- Frontier Bartender Labs –
with a focus on innovation and equipping the bartending community
with learnings and insights from mentors, industry leaders and
disrupters to help them cultivate new skills and further their
careers. The labs include a series of webinars which began in early
August and will continue through the Fall.
The announcement of this fund comes on the heels of parent
company Diageo's more than $4.5
million
commitment and #TipsFromHome social
pledge movement to support those in the bartending
and hospitality industry, as well as the Bulleit brand's recent
#NewDrinkingBuddies creative campaign.
Regardless of how you imbibe, Bulleit reminds consumers 21+ to
drink responsibly. To learn more about the Bulleit Frontier Fund,
head to Bulleit.com/FrontierFund.
*The Bulleit Frontier Fund is a corporate donor advised fund
operated by Fairfield County's Community Foundation.
ABOUT BULLEIT FRONTIER WHISKEY
Bulleit, founded in
1987, is one of the fastest-growing whiskeys in America. The brand
attributes that growth to bartenders and cultural partners who have
adopted it as their own. The Bulleit Frontier Whiskey
portfolio is distilled and aged in the Bulleit family tradition,
using a distinctive high rye recipe, which gives them a bold, spicy
taste. Most recently, Bulleit Barrel Strength Bourbon won a Double
Gold medal and Best Straight Bourbon at the 2018 San Francisco
World Spirits Competition.
In 2017, Bulleit celebrated its 30th anniversary with the
opening of a new, state-of-the-art distillery located in
Shelbyville, Ky. Constructed with
sustainable practices including natural habitat protection, water
conservation and local ingredient sourcing, BDC received the Highly
Commended award for Sustainable Distillery of the Year at the 2020
Icons of Whisky Awards from Whisky Magazine. In 2019, a Visitor's
Centre at the Bulleit Distilling Co. in Shelbyville opened to share our modern,
technological and sustainable approach to making great whiskey. For
more information, visit www.bulleit.com or follow @Bulleit on
Instagram.
ABOUT DIAGEO
Diageo is a global leader in beverage
alcohol with an outstanding collection of brands including
Johnnie Walker, Crown Royal, Bulleit
and Buchanan's whiskies, Smirnoff,
Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness. Diageo is
listed on both the New York Stock Exchange (DEO) and the London
Stock Exchange (DGE) and our products are sold in more than 180
countries around the world. For more information about Diageo, our
people, our brands, and performance, visit us at www.diageo.com.
Visit Diageo's global responsible drinking resource,
www.DRINKiQ.com, for information, initiatives, and ways to share
best practice.
Follow us on Twitter and Instagram for news and information
about Diageo North America: @Diageo_NA.
Celebrating life, every day, everywhere.
Media Contact:
Bulleit-Taylor
bulleit@taylorstrategy.com
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SOURCE Diageo