Campari America's Shaken Not Broken Initiative Donates an Additional $100K - Food & Beverage Magazine

Campari America’s Shaken Not Broken Initiative Donates an Additional $100K

As the year comes to a close, Campari America and our family of brands are contributing $100,000 to Another Round, Another Rally through our Shaken Not Broken initiative, in addition to the $1 million donation we made earlier this year. Another Round, Another Rally is a non-profit raising funds for hospitality workers in restaurants, bars and hotels across the U.S.

To learn more about Another Round, Another Rally: https://anotherroundanotherrally.org/

About Shaken Not Broken: Our Corporate and Brand Initiatives to Support Hospitality Relief

  • In March, Campari America donated $1 million dollars to Another Round Another Rally. Along with the donation, Campari America encouraged its community to join in by calling on bar patrons across the country to support their local bars via the #AnotherRoundChallenge at AnotherRoundAnotherRally.com.
  • Negroni Week is one of the most globally recognizable philanthropy programs within the spirits industry. Given the on-premise challenges this year, our annual campaign gave back to the hospitality community through donations to hospitality-focused charity partners. With the pandemic’s global spread resulting in bar and restaurant closures, and with countries and states implementing different sets of guidelines for reopening, Negroni Week evolved to better serve our hospitality constituents.
  • Through the #TogetherWeToast initiative, Aperol – the very essence of joy – encouraged its community of Spritz-minded consumers to send a virtual toast via Instagram Stories in celebration of those paying it forward. For every eligible toast, Aperol donated $5 to Another Round, Another Rally for a total of up to $50,000.
  • To support COVID-19 first responders, the Wild Turkey team in Kentucky worked with local government officials to donate 75,000 liters of neutral grain spirit, which was transferred to a certified processor that denatured, produced and bottled hand sanitizer. These were distributed to workers performing essential services, with a priority for those in health and primary care.

We are grateful to the individuals who pour us a glass, lend us an ear and facilitate those nights we’ll never forget. Campari America is committed to finding ways now and into the future to serve the communities that serve us.

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