Carlsberg UK has become the latest brewer to support pubs, bars and restaurants with a new digital platform designed to support business which are either closed or facing restrictions due to Covid-19.
The Love My Local platform is available online and is free to use by all hospitality businesses. It enables pubs, bars, restaurants and cafés across the UK to safely sell food and drink to the local community, for take-out and delivery.
It allows pubs and restaurants to raise vital funds by enabling regulars to show solidarity and support through online donations and by investing in future experiences for when their local reopens fully.
The move follows the launch of Carlsberg’s Adopt a Keg campaign in its homeland of Denmark, enabling drinkers to fill up virtually from home now and exchange for real beer in a real bar as soon as they are able to reopen.
The UK website – designed by Fold7 and developed in partnership with CHD Innovation – also provides additional free resources. These include online video tutorials, enabling every business to set up trading as quickly, alongside customisable social media and communications toolkits created by Fold7 to help promote their online offering through their existing marketing channels.
Carlsberg UK vice-president of on-trade Alistair Gaunt said: “Local pubs are at the heart of our communities in the UK and play a huge role, be that socially, culturally or economically. Without further ongoing support from the government and wider industry, many pubs and hospitality businesses are in jeopardy of being lost, alongside jobs.
“Love My Local is our small way of showing support for pubs, bars and restaurants. We’ve developed the site to be totally free to use by any hospitality business and the initial reaction has been positive. We’re particularly thankful to the British Beer & Pub Association and British Institute of Innkeeping for their support by sharing the platform with members.
“We also welcome any wider hospitality businesses or associations to get involved with Love My Local to help it grow and benefit even more business owners or employees.”
Fold7 managing director James Joice added: “People are more invested in local than ever before, recognising the role that their favourite businesses play in bringing communities together and helping the people that need it the most. No-one wants to see their local pubs, cafés, and restaurants disappear for good, because they know they’re the glue that holds communities together. If we can help keep the lights on for businesses in real trouble, we’ll have done something we can be proud of.”
Love My Local is available for pubs, bars, restaurants and cafés to register directly and start trading in minutes. More information is available online or by following Love My Local on social media channels.