Consumer will receive gift card that can be “spent” on beer when favorite bar reopens
With closed doors and low liquidity, many bars and pubs in Italy are hanging by a thread. This is also why AB InBev, the world’s largest beer company with more than 500 brands, has launched a curious initiative: “Save your bar”.
While waiting for government intervention to support businesses, consumers are called out. During the coronavirus emergency quarantine period, they can access a free platform and make a donation to their favorite place, including bars, pubs and restaurants.
In return, the consumer will receive a gift card that can be “spent” on beer when the bar reopens.
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For every contribution received from consumers, Ab InBev will increase the amount the restaurant receives by 30%, allowing the restaurant to cover the cost of the beer.
The total amount will be paid directly to the companies within three weeks, generating financial support for the closing period.
The program, already active in other European countries, aims to raise at least 500 thousand euros – around 3,5 million reais – to support small Italian bars.
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