Diageo GB announces new keg destruction programme

Diageo has announced a new programme to continue support for the British drinks trade from the impact of the Covid-19 crisis as it faces reopening.

The new programme will allow the “safe retrieval” of kegs from cellars across the UK, with thousands of pubs and bars being able to benefit from the programme intended to support business owners in the licensed trade.

The ‘Keg Destruction Programme’ will see Diageo provide a like-for-like replacement of fresh stock for all unbroached kegs, and the duty on all volumes of broached kegs claimed and passed back to the outlet.

The group said that due to health and safety reasons, all liquid will need to be destroyed before kegs are collected to allow social distancing measures to be maintained.

Melissa Wisdom, on trade director, Great Britain, said: “We know the next few months pose uncertainties as the trade looks to safely reopen and we want to help our communities where they need us most.

“We are focused on ensuring a consistent and high-quality service and our teams remain available to support our customers throughout this challenging time.”

The announcement builds on a package of support for the trade Diageo announced in March, which included a £1m pledge from Guinness to support bartenders in the free trade, flexibility on order sizes.