Diageo North America is introducing the #TipsFromHome social program as an ongoing commitment to our friends in the hospitality industry by helping them get back to work at-home. An initial $500,000 pledge is being committed to kick off the movement, and Diageo and its brands, which includes owners of Bulleit Frontier Whiskey, Johnnie Walker and George Dickel Tennessee Whiskey, will donate up to $500,000 more ($1 million in total donations) through the duration of the program.
With thousands of hospitality workers across the country currently facing unprecedented challenges, this pledge is on top of more than $2 million Diageo have donated to-date to North America organizations serving the hospitality industry, such as the USBG Foundation COVID-19 Relief Campaign of the Bartender Emergency Assistance Program. Diageo and its brands hope consumers will join in raising a glass and a tip in honor of your local bartender that you miss seeing behind your favorite neighborhood bar.
#TipsFromHome will be powered by Diageo’s portfolio of brands and will serve as a social media-based destination for engaging at-home content that also provides the ability to tip those in the bar and restaurant community who are in need across a selection of national and local charities. The program will come to life through a range of virtual experiences such as kicking off with a series of Bulleit Bourbon cocktail recipe demos with bartenders from across the country featuring their creative spin on drinks crafted from pantry staples. There will also be a weekly “Cocktails De La Casa” segment featured on “Jimmy Kimmel Live.” During #TipsFromHome experiences, Diageo will donate $1 up to $1 million, to the USBG every time someone shares a cocktail image using #TipsFromHome and #DiageoDonation.
“Hospitality workers have taken care of us for generations. They invite us through their doors, pour us drinks and help millions of people feel welcome on a daily basis. But now, it’s our turn to help them,” says Ed Pilkington, Chief Marketing and Innovation Officer, Diageo North America. “With #TipsFromHome, we are proud to give them an outlet to help continue practicing their craft, while also providing them with the economic support that they need during this time. Together let’s come together to serve those who have always been there to serve us.”
“We are so proud to see this industry rally together to take care of its own, yet the need is far reaching and there is much more to do,” adds Kim Haasarud USBG Vice President and USBG Foundation Board Member. “Programs like Diageo’s #TipsFromHome will continue to help bartenders care for themselves and their families despite the many lost shifts during this time.”
