“As part of our Covid-19 relief efforts, we
have pledged $200,000 to support
bartenders and other hospitality workers
impacted by Covid-19 across Canada.”
– Jodi Rumble, Diageo Canada
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markets with local management teams
implementing and encouraging work
from home procedures for office-based
employees when appropriate.
“Covid-19 is being monitored by the
leadership team and crisis management
plans have been adjusted accordingly
to reflect public health guidelines and
restrictions. Diageo has been conducting
YourVoice pulse surveys focused
on Covid-19 regularly to help employees
cope with the situation and ensure
a smooth return to the office when
appropriate,” said Rumble.
Diageo also invests in its workforce.
“Diageo My Learning Hub is designed
to provide our people with skills and
knowledge to enable them to maximize
their potential and grab opportunities
for career advancement which tie in with
their career aspirations. From brands
to supply, marketing to leadership – the
learning hub has subject matter experts
working to provide first-class and relevant
learning content. Our strategy in Canada
is to be consumer-first, occasion-oriented
and focused on developing competitive
differentiation in both our brand
propositions and our route to consumer.”
The company looks to trade
organizations such as Spirits Canada, a
group that represents manufacturers
and marketers of imported and domestic
distilled spirits, as a way to promote and
preserve the industry’s marketing and
commercial freedom while advocating for
inclusive growth at large.
“As a responsible industry body, our
society’s efforts are geared towards pre-serving
public health and contributing to
the socio-economy of the communities in
which we operate,” said Rumble, citing as
an example ‘Society 2030: Spirit of Progress’,
a new 10-year action plan developed by
Diageo to help create a more inclusive
and sustainable world. “The company’s
2030 action plan will focus in three areas,
carefully selected to align with the United
Nations Sustainable Development Goals:
promoting positive drinking, champion-ing
inclusion and diversity and pioneering
grain-to-glass sustainability,” noting that
giving back to communities has always
been a priority for Diageo.
“Every year, Diageo Canada and its
employees make donations for social
causes through our Diageo CARES pro-gram.
Last year, Crown Royal and Captain
Morgan leveraged their sports partnerships
to promote integrated moderation cam-paigns
through advertising and activations.
As part of our Covid-19 relief efforts, we
pledged $200,000 to support bartenders
and other hospitality workers impacted by
Covid-19 across Canada. At the global level,
Diageo launched a $100 million program to
support pubs and bars to welcome custom-ers
back and recover following the Covid-19
pandemic. To help limit the spread of
Covid-19, the company donated a total
of 62,000 litres of alcohol to local asso-ciations
in Ontario, Manitoba, and Quebec
to produce hand sanitizers. The sanitizers
were distributed free of charge to essen-tial
services. Diageo has a vested interest
in making a positive contribution to the
communities in which we operate.”
SUMMER 2021 § POURED CANADA § 9
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