As Coronavirus Ravishes The Restaurant Industry, These Brands Are Here To Help

While virtually all industries are reeling from the devastating economic impact of COVID-19, few have been decimated quite like food and beverage. It is estimated that between 5 to 7 million American restaurant workers will lose their jobs before the month is over. In a time of unprecedented crisis, notable brands are stepping up to aid the ailing. Here’s a look at what is being done, and what you can do to help.

Spirits brands, in particular, have been instrumental in leading the charge. Last week, Beam Suntory—producers of some of the world’s best-selling whiskies—announced a $1 million donation to the United States Bartenders Guild Foundation Emergency Assistance Program and the Restaurant Workers Community Foundation. The programs provide immediate relief to those in economic distress, in the form of food pantries, childcare and mental health support. The RWCF’s crisis relief fund will also establish a no-interest loan program for small businesses to get back up and running after COVID-19 has subsided. You can donate by clicking on the links above.

This initial contribution was made in concert with Southern Glazer’s Wine & Spirits, one of the country’s largest beverage distributors. But Beam plans to work with other distributors across the US to provide additional support in localized markets. “We are fortunate to be part of an industry where so many companies are uniting to assist our communities in this unprecedented battle,” says Albert Baladi, President and CEO of Beam Suntory.

Woodford Reserve—and its parent company, Brown-Forman—is actively encouraging others to get involved. After making its own $1 million contribution to COVID-19 response funds, the liquor behemoth is matching dollar-for-dollar donations to the Hospitality Industry Emergency Relief Fund. So if you want to immediately double the impact of your charity, click here.

As of today, spirits companies have accounted for at least $10 million in immediate assistance to out-of-work servers and bartenders. But it’s going to take a lot more to carry the unemployed through this period of extended turbulence. Thankfully booze brands aren’t the only ones lending a helping hand.

Vita Coco, the popular brand of coconut water, has recently seen a spike in sales as consumers stockpile supplies for the home kitchen. As a result, its CEO and co-founder Michael Kirban gave an immediate $1 million to Feeding America and No Kid Hungry. But he didn’t stop there. Taking to Twitter, he challenged other businesses benefiting from surging sales to also reinvest their incremental profits into relief efforts.

“It’s been really jarring seeing the business benefit from rapid growth amidst a growing global crisis,” said Kirban. “I feel that it’s our responsibility as a business to do what we can, to help support people who need it most, while we’re in the position to do so.”

The James Beard Foundation has already set up its Food and Beverage Industry Relief Fund, raising several million in financial assistance fo independently run restaurants. According to its website, “the majority of the culinary community businesses we work with and support each year are small or medium size businesses with less than 100 employees who play an essential role in the communities they serve.” The fund received a hefty infusion of capital from a disparate band of beverage powerhouses, including Patrón Tequila, San Pellegrino, and White Claw Hard Seltzer.

But you needn’t be a multi-million dollar brand to be in a position to assist. Individual consumers will have a massive impact in the weeks and months ahead simply through their purchasing decisions. Even if you don’t have the disposable income to allow for charity, you can still support local businesses by ordering-in your next meal. Dining At A Distance is a site purpose-built for finding nearby options during this period of self-isolation. In these trying times, especially, food brings us comfort. For your favorite neighborhood restaurant, it’s up to you to return the favor.