“Raising the Bar” is Diageo’s new global program to support bars as they welcome their customers back from the COVID-19 pandemic. Working in conjunction with our trade association and not-for-profit partners, we at Diageo want to stand beside bar teams every step of the way, as they get back to the business of selling the brands and products our customers love.

The maker of brands like Crown Royal, Bulleit Bourbon, Smirnoff, Ketel One, Cîroc, Johnnie Walker will be providing free access to digital training and practical support as bars begin their recovery efforts. This is in addition to the $20 million Community Fund that has been created to support social justice in America, helping Black communities and businesses recover from Covid-19, as announced on June 12th, 2020 and the support we have provided to the hospitality industry over the last few months.

"Raising the Bar” will give any bar anywhere in the world free access to the Diageo Bar Academy. They can access best practice training on how to implement social distancing and enhanced hygiene measures behind your bar and in service areas; recommend how to communicate to guests with touchless menus and signage; take tutorials to boost traffic to social media, marketing and booking, recommendations on conversation to cashless payment systems and how to optimize profitability from spirits and beer sales in your recovery; access server and product upselling training courses and participate in global surveys to share insights.

The training has been categorized as follows:

  • Safety and Hygiene
  • Operations and Profitability
  • Team Management
  • The Guest Experience
  • Guidelines and Resources

The content will be regularly updated to ensure it is most relevant for your business and provide you with cutting edge assets to support you in raising the bar.

If you are based in the U.S. and interested in finding out more on how to qualify for the Diageo Community Fund, please email: .

In the meantime, please continue to explore Diageo Bar Academy and subscribe to our weekly newsletter for more information to support your business in re-opening, or contact us here.