The COVID-19 pandemic has had a massive impact on the nightlife industry as many out-of-work bartenders are struggling to stay afloat following the mandatory closing of said establishments. A celebrity trio is aiming to help support workers in this industry as the closures continue through winter, with a $1 million pledge.
The celebrity trio involved in this pledge includes David Beckham, Ryan Reynolds, and Sean "Diddy" Combs, who all own and operate their own alcohol brand. The money pledged will be dispersed among three organizations including Another Round, Another Rally (U.S.); Bartender’s Benevolent Fund (Canada); and Drinks Trust UK. The pledge was promoted in a funny online video that featured the three celebrities trying to make cocktails.
Image Credit: Ryan Reynolds via YouTube
What Makes This Trend Stand Out
- Bartender Relief Funds
- The COVID-19 pandemic has created a trend of celebrities and businesses pledging money for bartender relief funds to support the nightlife industry during closures.
- Celebrity Alcohol Brands
- Celebrities and public figures who also have alcohol brands are increasingly using their platforms to raise awareness and support for out-of-work bartenders and other members of the nightlife industry.
- Online Promotion of Relief Efforts
- As the pandemic continues to make in-person events difficult, businesses and celebrities are increasingly relying on online video promotions, like the one created by David Beckham, Ryan Reynolds, and Sean Combs, to raise awareness and support for those in need.
Sectors Adopting This
- Alcohol Industry
- The alcohol industry has the opportunity to align their brands with relief funds for bartenders and other members of the nightlife industry, creating positive associations and boosting customer loyalty and support.
- Nonprofit Industry
- Nonprofit organizations supporting out-of-work bartenders and the nightlife industry have the opportunity to collaborate with celebrity brands and increase the visibility and impact of their relief efforts.
- Digital Advertising Industry
- The use of online video promotions and social media campaigns by businesses and celebrities to raise awareness and support for bartender relief funds represents a significant opportunity for the digital advertising industry.
