The #WeChoose campaign aims to help rebuild on-premise establishments, such as taverns, restaurants and bars, hit by repeated lockdowns totalling many months of not able to trade either at all, or only during restricted hours.
Johannesburg, South Africa (01 March 2021) – Diageo South Africa has assisted more than 400 on-premise establishments in rebuilding their businesses after the Covid-19 lockdowns with a total of R200 million in stock injection, cash and marketing support, as well as a movement to ensure the promotion of responsible drinking.
The 12-month long #WeChoose campaign, launched by Diageo in Johannesburg, Durban and Cape Town on 01 March 2021, aims to help rebuild on-premise establishments, such as taverns, restaurants and bars, hit by repeated lockdowns totalling many months of not able to trade either at all, or only during restricted hours.
“We aim to do this responsibly in terms of both trading and consumption,” said Diageo SA’s Marketing Director, Zizwe Vundla. “The country’s extended alcohol bans have negatively affected businesses, families as well as the supply chain, and cost millions in lost taxes. Many small businesses have not survived, and jobs have been lost, causing people to slide into poverty.
“By providing stock injections, formal on-premise outlets can use the revenue generated towards getting their establishment back up and running – such as renewing liquor licences and replenishing other stock. Many of these outlets have exhausted their funds during the lockdown and are unable to purchase stock to reopen.”
Each outlet chosen will receive stock of up to R6 000, depending on their size. In addition, Diageo SA is providing marketing support to help generate publicity for on-premise outlets.
“Many consumers might have forgotten their favourite local places during the lockdown, so we are helping to remind them, while at the same time encouraging responsible drinking.” There are also plans to assist off-trade outlets with food hampers and PPE.
Diageo will provide the chosen liquor traders with retail and ‘Business of Bars’ tender training, menu design and production, branded collateral – such as umbrellas and glassware and small-scale activations to help them drive their volumes, “which will be in-line with Covid-19 regulations.”
Issues such as underage drinking, binge drinking and driving under the influence of alcohol will be tackled as part of the campaign.
Wendy Alberts, CEO of the Restaurant Association of South Africa, said many restaurants had closed their doors because they could not trade through the restrictions.
“It is imperative that all parts of the industry come together – the consumer needs to play their part, and the public needs to take responsibility – not only in the restaurant sector but in public drinking in completion.”
Lucky Ntimane, Convenor: National Liquor Traders Council said the lockdown restrictions have been dire for 34 000 taverns which had about 250 000 jobs linked to them.
”Liquor traders must take a leading role in promoting the responsible consumption of alcohol.”
Vundla said Diageo called on consumers and traders to remain vigilant about observing Covid-19 health and safety protocols.
”Diageo’s goal is an alcohol-safe South Africa and not an alcohol-free one. We truly believe that if properly and healthily regulated, the alcohol industry can be a positive force for South Africa”.