From Monday, March 23 free-trade venues will be able to apply for a share of the fund at the mydiageo.com website. The maximum payout per outlet will be £600.
In addition to the fund, bar staff across the country will also be able to access a complimentary online training course via the Diageo Bar Academy (diageobaracademy.com) website.
The company has also committed to supporting independent outlets by providing flexibility on order sizes and “allowing smaller customers to manage their inventory in this fast-moving situation”.
Dayalan Nayager, managing director, Great Britain, Ireland and France at Diageo, said: “The British drinks trade is facing one of its most challenging times ever and we want to help our communities when they need us most. We all need to come together to support the trade and I would urge all my fellow drinks producers to do what they can to help our British pubs, bars and retailers and restaurants over the next few months.”