Campari America has donated an additional US$100,000 to drinks industry non-profit organisation Another Round, Another Rally, as part of its Shaken Not Broken CSR programme. This is in addition to the group’s initial US$1 million donation to the charity last April.
In March, Campari America launched the #AnotherRoundChallenge, which invited bar patrons at home to ‘tip their servers’ via Another Rally’s virtual tip jars.
The company also adapted its annual Negroni Week philanthropy programme to raise funds for hospitality-focused charity partners.
Aperol’s #TogetherWeToast Initiative also encouraged customers to send virtual toasts via Instagram stories and celebrate those who helped others during the pandemic crisis.
For every eligible toast, Aperol donated US$5 to Another Round, Another Rally for a total donation of US$50,000.
In the early days of the crisis, Campari Group’s Wild Turkey brand collaborated with the local government in Kentucky to donate 75,000 litres of neutral gin spirit to produce and distribute hand sanitiser in the region.
Campari America Managing Director Ugo Fiorenzo commented, “The impact bartenders have on our industry is immeasurable. With this unprecedented crisis upon us, now more than ever, we need to band together to support hospitality workers in their time of need.”
