Diageo India has said that it will offer hygiene kits and personal protection equipment to bars, pubs and restaurants serving alcohol once they resume business in India. The maker of Smirnoff vodka and Johnnie Walker scotch will earmark ?75 crore for this purpose.

Under its ‘Raising the Bar’ programme, the local arm of the world’s largest spirits maker will also help these outlets establish tie-ups with online reservation and digital payment partners over a period of two years as it hopes for a recovery in these trade channels that contribute significantly to sale of alcoholic beverages.

Diageo India’s commitment is part of the $100 million promised by the maker of alcoholic beverages that will benefit owners of such businesses globally in cities like New York, London, Edinburgh, Dublin, Shanghai, Sydney, among others.

Bars continue to remain shut in India, even as restaurants that are now operational have been barred from serving alcohol. Last month, Karnataka had allowed takeaway of liquor from bars and pubs. For companies that sell alcoholic beverages on-premise, sale of liquor via bars, pubs and restaurants is a key source of revenue.

‘The Raising the Bar programme will provide targeted non-cash support including physical equipment needed for outlets to re-open like ‘hygiene kits’ with high-quality permanent sanitiser dispensers, medical grade hand sanitiser and a range of personal protection equipment (such as masks and gloves); help to bars, pubs and restaurants serving alcohol to establish partnerships with online reservations and cashless systems; mobile bars and outdoor equipment,’ the company said in a statement.

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