NEW YORK, June 24, 2021 /PRNewswire/ -- In time for
National Dive Bar Day this summer, Seagram's 7 Crown American
Blended Whiskey is raising a glass to small businesses, including
dive bars, across the country by teaming up with actor and
comedian, Iliza Shlesinger, to
launch the brand's new "Keep the Dive Alive" campaign. As part of
the platform, Seagram's 7 will release a series of tongue-in-cheek
'training materials' featuring Iliza that support the reopening of
small businesses, including local dive bars, that bring moments of
cohesion and celebration to our communities.
Experience the interactive Multichannel News Release here:
https://www.multivu.com/players/English/8917351-seagrams-7-comedian-iliza-shlesinger-keep-the-dive-alive-campaign/
The video element of the brand's "Keep the Dive Alive" campaign
will be released on the Seagram's 7 Instagram (@Seagrams7) and
cover everything from reminding patrons how to order a 7&7
cocktail, to suggesting what to do with the sweatpants we've been
wearing all year, to sharing tips on how to ultimately be better
patrons. Ahead of the full series of videos launching on
July 7 in celebration of National
Dive Bar Day, Seagram's 7 is releasing a teaser video today to help
give consumers a preview of what's to come.
"Dive bars have been at the center of our brand history, and
it's important to us that we find ways to give back to small
businesses alike. #KeepTheDiveAlive can enable these local
businesses to continue on as staples in their communities, where
those who chose to can grab a drink and stay connected," said
Gustavo Salguero, Senior Brand
Manager, Irish & North American Whiskies. "Seagram's 7
first founded National Dive Bar Day on July
7th, back in 2017 with the mission to
protect the existence of local dive bars. We hope this year's
campaign will provide some additional relief to help these local
establishments recover from the past year while encouraging
residents 21 and older to stop by and check out a dive of their
choice near them."
To help support these small businesses, which include dive bars
that have been impacted in the last year, starting today until
July 24, for every share of the "Keep
the Dive Alive" content from the brand's Instagram and Facebook,
Seagram's 7 will donate $7 (up to
$77,000) to Main Street Alliance, a
nonprofit organization committed to supporting small businesses. As
part of the partnership, Main Street Alliance will be awarding up
to 22 grants each in the amount of $3,500 to help local businesses.
"I couldn't be more excited to team with Seagram's 7 on their
new 'Keep the Dive Alive' campaign," said Iliza Shlesinger, Seagram's 7 Brand Partner and
Comedian. "I did some of my first stand up gigs at dive
bars so I loved to see that they as a brand were so committed to
helping make a difference to save these places. I was so inspired
by their cause that I've donated an additional
$7,000 to go towards the Main Street
Alliance grant fund."
To help Seagram's 7 show support for small businesses, including
local dive bars, adults 21 and older can share the brand's "Keep
the Dive Alive" content on Instagram with the hashtag
#KeepTheDiveAlive, or simply head to their favorite neighborhood
bar.
Seagram's 7 is a carefully blended American whiskey aged in oak
with a rich and casual history. The whiskey shares a storied past
with dive bars, as both have been an integral part of American
drinking culture.
No matter how you choose to support your local small businesses
and dive bars and celebrate National Dive Bar Day on July 7 Seagram's 7 reminds you to always drink
responsibly.
ABOUT ILIZA
SHLESINGER
Iliza
Shlesinger is an award-winning comedian and multihyphenate
actor-writer-producer-author, selling out theatres around the globe
with a devoted fanbase who create their own Iliza-inspired swag to
wear to her shows. Visit www.iliza.com for more
information.
ABOUT SEAGRAM'S 7
Seagram's 7 Crown American Blended
Whiskey is an American icon with a rich heritage dating back to the
1930s. A blended American whiskey, Seagram's 7 has a legacy of
bringing people together through its easy-to-drink, smooth liquid.
Seagram's 7 is casual, approachable and has a taste profile that
stands the test of time on its own and in its signature drink, the
7 & 7. For more information, visit seagrams7.com and follow us
on Instagram @seagrams7. Seagram's 7 encourages all consumers to
please enjoy responsibly.
ABOUT THE MAIN STREET ALLIANCE
The Main Street
Alliance (MSA) is a national network of small business coalitions
working to build a new voice for small businesses on important
public policy issues. Main Street Alliance members are
working throughout the country to build policies that work for
business owners, their employees, and the communities they
serve.
ABOUT DIAGEO NORTH
AMERICA
Diageo is a global leader in beverage alcohol
with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and
Buchanan's whiskies, Smirnoff,
Cîroc and Ketel One vodkas, Casamigos, DeLeon and Don Julio tequilas, Captain Morgan, Baileys,
Tanqueray and Guinness.
Diageo is listed on both the New York Stock Exchange (NYSE: DEO)
and the London Stock Exchange (LSE: DGE) and their products are
sold in more than 180 countries around the world. For more
information about Diageo, their people, brands, and performance,
visit www.diageo.com. Visit Diageo's global responsible drinking
resource, www.DRINKiQ.com, for information, initiatives, and ways
to share best practice. Follow at Twitter and Instagram for news
and information about Diageo North America: @Diageo_NA.
Media Contact:
Sahara Price
TAYLOR
212-714-5726
sprice@taylorstrategy.com
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SOURCE Seagram’s 7 American Blended Whiskey