Raising the Bar with Diageo

LICENSEES looking to upgrade their outdoor areas can apply for a range of furniture and materials from drinks giant Diageo in the latest stage of the company’s Raising the Bar initiative.

The new round of activity sees the company making materials including stretch tents/awnings, timber-clad walls, stand-alone bars, outdoor seating and external lighting available to venues that have a focus on live sport.

Licensees can apply by filling out a questionnaire on the Diageo One website before 30th April. Successful applicants will be informed in May.

Diageo claims the latest stage of the initiative represents an investment of £2.4 million.

“Pre-pandemic, 54% of consumers in GB watched live sports in the on-trade and we anticipate a growing demand for these in-venue sporting moments once more,” said Catharina von Franck, commercial director, on-trade, at Diageo.

“The Raising the Bar team continue to look at ways to support the on-trade and we look forward to seeing how we can help transform those outdoor sporting spaces not only to help businesses, but also to create amazing experiences for consumers.”