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“Raising the Bar” is Diageo’s global programme to support pubs and bars as you welcome customers back and adapt to new practices following the COVID-19 pandemic. We want to stand beside you every step of the way.

“Raising the Bar” offers any bar, anywhere in the world, free access to digital training and practical support through Diageo Bar Academy, with regularly updated resources to support you and your business.


Hygiene and safety standards will be the defining factor in maintaining customer confidence and trust in your business, as well as helping to ensure the wellbeing of venue staff. Discover expert advice and best practices to help applying them in your outlet:


The industry is transforming in a way that will require bar owners and managers to become savvier operators. Get a handle on bar economics, marketing and profitability with tips from industry experts:


Behind every successful bar is a happy, thriving team. Learn how to bring your A-game as a bar manager or owner with our top team management resources:


A positive and consistent guest experience is what will really set apart the winning operators. Here you’ll find cutting edge resources to improve on your existing skills and experience, with topics including:


Here you’ll find trusted guidelines and resources to help during this period. This list is constantly being updated, so please get in touch with us if you have more to add.


Find out all about our upcoming live masterclasses and one-to-one virtual training sessions with industry experts, top influencers and DBA trainers. We're here to help you stay at the top of your bar game.