In times like we’ve been having since Covid-19 broke cover in January, you learn who your real friends are
Among the hardest hit of all sectors, upscale restaurants and bars were sent reeling. From mid-March all outlets were forced to close to prevent further spread of the virus and have only been permitted to re-open, subject to stringent sanitization restrictions, from 1 July 2020.
But no one can say that Diageo Moët Hennessy (Thailand) Ltd. (DMHT), a leading importer and distributor of quality alcoholic beverages in Thailand, didn’t step up to the counter.
With its ‘Celebrating Life, Every Day, Everywhere by Drinking Better, Not More' philosophy, it recently revealed the full scope of its comprehensive support measures for the industry and the chief players in it at Spectrum Lounge and Bar, commanding the spectacularly-situated 29th - 30th floors of Hyatt Regency Bangkok Sukhumvit, one of DMHT’s inner circle of 500 Reserve Partners trading at the high end of its product range.
Diageo Reserve, the luxury portfolio of Diageo, focuses on luxury opportunities, bringing together brands built on strong legacies blended with craftsmanship and authenticity. Think Johnnie Walker Blue Label and Gold Reserve, Tanqueray, Ciroc vodka, Don Julio tequila, Bulleit bourbon, Tanqueray No. Ten gin, Ketel One vodka, Zacapa rum, and a fine collection of single malts. Think servings by the glass rather than the bottle.
“Since Covid-19 landed in January, the impact on the hospitality sector has obviously been significant,” confirmed Alexander Carroll, Reserve Brands Director, DMHT, adding, “DMHT however did not stand idly by.”
Indeed, DMHT right away launched a ‘Drink Responsibly at Home’ campaign with the Thai Foundation For Responsible Drinking (TFRD) and the Thai Alcohol Beverage Business Association (TABBA), focusing on customers. As ever concerned about health as much as enjoying life more, DMHT asked customers to cooperate with calls to practice social distancing even at home, avoid all types of social gathering and, as ever, only drink responsibly.
Meanwhile, Diageo, DMHT’s parent company, donated some seven million bottles of hand-sanitizer to front-line healthcare workers and staff directly fighting the virus world-wide.
“When it comes to enjoying drinks DMHT is one part of the consumer journey,” adds Alex. “Another hugely important part comes from the experience in the bars and from the bartenders themselves, so we certainly wanted to get behind them.”
Whilst bartenders were unable to work during lockdown, DMHT used the opportunity to support building their capabilities through online training, so, when appropriate, they could come back stronger than ever.
Also on hand for the relaunch, Jane Kaewyod, Mixologist at Sorrento Sathorn, explained how the mixologist community warmly welcomed DMHT’s provision of free online training with the Diageo Bar Academy.
Over 20 live training sessions were held on Facebook Live, attracting over 61,500 views by participants. The number of followers quickly surged to over 3,200. In addition, seven exclusive World Class Studios Zoom sessions gave over 200 bartenders who competed in the DIAGEO Reserve World Class competition new skills and ideas.
Courses covered everything from what makes a single malt special to exploring the possibilities of the popular low alcohol cocktail trend and the science of whiskey smoking.
In parallel DMHT supported the Diageo Bar Academy community with awards worth 100,000 baht to offer financial support during this difficult time.
“It’s been quite something to see some of the most amazing minds in our industry creating new cocktails, and in so doing, set their customers up for even better experiences,” observes Alex.
Jane is a case in point. Having become the first Thai national to compete in the World Flair bartender contest, he won the DIAGEO Reserve World Class 2018 Thailand Final and represented Thailand in the final round of the World Class Global Final 2018 in Germany. The contest has been run in Thailand for 10 years now.
As a further morale-boosting gesture, 100 chosen mixologists received Ketel One Bartender Care Packs each worth 1,500 baht.
“It just lets bartenders know that we are thinking of them at this really tough time,” explained Alexander.
That done, it was time to start looking ahead to reopening, with practical matters to the fore, including providing over 26,000 litres of alcohol-based hand sanitizer worth 2.5 million baht to over 1,000 trade partners nationwide for in-store use.
“Our industry has always been acutely aware of the importance of hygiene, and now more than ever. The rising cost of this to our business partners is an area we want to support them in.”
Also practically, DMHT has produced clear and comprehensive “Covid-19 Reopening & Operation Guidelines for Outlets in Thailand”, folders that set out all the considerable steps and measures bars and restaurants must meet to reopen legally and successfully. The instructions cover all the touch points for customers and service providers: what to do before opening, parking, elevators and staircases, the entrance, inside, food prep, drink prep, serving, payment, toilets, smoking, and back office measures. Even more helpful, a QR code leads managers to a simple check list.
Last not least, there’s a reminder of precisely how to drink responsibly through DRINKiQ, DMHT’s alcohol education initiative for everyone – consumers, institutions, organisations – also accessible by QR code, including tips like not drinking every day, drinking water between alcoholic beverages, eating when drinking, and if you’re mixing at home, measure, measure, measure.
To welcome customers back DMHT’s mixologists have specially created seven “Welcome Back Signature Cocktails” ranging from Espresso Martini and Mamie Taylor to The Classic and Money Honey and from Screwdriver to Black Highball and Tanqueray Berry.
“Our approach is all about supporting the outlets during the reopening phase,” summarised Alexander, adding that interested venues can reach out to their DMHT representative to find out more.
Will it last or does the new normal have other plans? Alexander is confident.
“These venues provide an amazing experience in which to celebrate and connect. I know people will be as excited as I am to start enjoying them again.”
