Miller Lite Serving Round of Hope, Support for American Bartenders
May 12, 2020 | By Zach Horrall, Indianapolis Motor Speedway
Miller Lite is serving a round of help to millions of bartenders across the United States affected by reduced business or lost jobs during the COVID-19 pandemic.
In late March, Miller Lite launched its #VirtualTipJar campaign to support the United States Bartender’s Guild’s National Charity Foundation and its Bartender Emergency Assistance Program.
The campaign encourages fans to show their support for their local bartenders by making a donation to the virtual tip jar. Miller Lite made the first “tip” for $1 million.
USBG’s National Charity Foundation strives to advance the lifelong stability and well-being of service industry professionals through education and other charitable activities.
The Bartender Emergency Assistance Program is a grant application process that provides financial support to qualifying bartenders or the spouse or child of a bartender and was started well before the pandemic began. It provides support for those who have experienced a catastrophic event or emergency hardship.
In response to the COVID-19 pandemic, the Bartender Emergency Assistance Program has created a specific COVID-19 Relief Campaign that provides financial assistance to any bartender and their families, even if they are not a member of the USBG.
To further support unemployed bartenders and raise additional funds for the Bartender Emergency Assistance Program, Miller Lite teamed up with country music star Luke Combs on May 1 for a special livestream concert on Combs’ social media channels.
The virtual concert helped raise additional funds for the #VirtualTipJar. So far, the USBG says $8 million has been committed to its COVID-19 Relief Campaign.
“The bars and small clubs are where I got my start, so it hurts to see them and everyone else having to struggle the way they are,” Combs said. “I’m excited to partner with Miller Lite to raise some money for them, sing a few songs and spread the love for my favorite beer with my fans!”
The partnership was originally supposed to happen on Combs’ “What You See Is What You Get” tour, but after the global pandemic brought everyday life to a halt, Combs and Miller Lite decided to team up to support the bartenders who need financial support during this time.
“Luke is a longtime Miller Lite fan, and we’re so lucky to be able to partner with him,” said Justine Stauffer, senior marketing manager for Miller Lite. “When the tour got postponed, it was an easy decision to come together to give back to our fans and raise awareness for bartenders and waitstaff in need during this time.”
Additionally, Miller Lite urges fans to support local bars around the country by downloading a background bar during their next virtual happy hour. Miller Lite has provided several empty bar photos that show the current state of local bars as a starting place for fans.
Fans looking to support out-of-work bartenders can make a donation here.
Bartenders or the families of bartenders looking to apply for financial relief from the Bartender Emergency Assistance Program’s COVID-19 Relief Campaign can start the application process here.