Michael Cleary, managing director of Mast-Jaegermeister UK said the donation would hopefully help operators with cashflow in the fragile first weeks of trading.
He added: “Cashflow is going to be one of the biggest concerns for operators when they are finally able to reopen, so we want to support them as best we can. We continue to embark on efforts to help the on-trade and with the donation of 1m [25ml] shots of Jägermeister we are able to directly help our customers.
“Shots drive incremental sales putting extra cash into the tills and we want to offer 1m opportunities to do this.”
The offer is available for the spiritmakers’ national and free-trade customers in addition to wholesaler promotions.
New normal
The initiative followed the supplier’s Save The Night campaign, which rallied customers and operators behind the on-trade on social media and saw the release of a limited-edition Jägermeister Save The Night bottle.
Aidan Wilday, Mast-Jaegermeister UK sales director, added: “As a company, we are committed to supporting the on-trade: our partners, customers and consumers. We are taking continued steps in helping venues generate sales whilst delivering the best nights of consumers’ lives as we safely begin to return to a new normal.”
Operators are advised to contact their local Jägermeister sales representative for more details about how to take part.
Other suppliers have announced they will support pubs with donations of free stock and promotional material. Thatcher’s said it would donate £1m of cider kegs to pubs across the country while Camden Town Brewery pledged to send more than a quarter of a million free pints of To The Pub American pale ale to its pub partners.
What's more, spiritsmaker Diageo has launched a global recovery fund for pubs and bars which will see $100m (£79m) of financial support made available to the hospitality sector.