Big and small companies that are performing are giving back during the COVID-19 pandemic


Most people’s lives have been completely upended by the Corona Virus or COVID-19 sweeping the world. Companies around the world are pivoting and partnering their way into doing something positive during these difficult times.

There will be a light at the end of this COVID-19 tunnel and we will gather at restaurants, have a real happy hour and be able to be with our loved ones. In the meantime, please take a look at home brands and companies across the country are pitching in and doing their part to help:

August Getty Atelier

August Getty is a world-renowned fashion designer and founder of womenswear brand August Getty Atelier. He is known for his custom creations worn by some of the world’s biggest stars such as Lady Gaga, Mariah Carey, Cher, Katy Perry, Jennifer Lopez, Kim Kardashian, Kylie Jenner, Kerry Washington, Hailey Baldwin, Zendaya, Paris Hilton and Miley Cyrus. He recently started the #AugustGettyColors digital initiative that spotlights/benefits a different organization each week that’s actively involved in the crisis, and he also started the The Creative Consciousness IG Live conversation series for other creatives out there.

Masks For Heroes

Masks For Heroes is a grassroots organization with one goal in mind: to get PPE into the hands of health care workers. Founders (and mommie bloggers) Becky Vieira, Stefanie Christopher and Michelle Dempsey-Multack, saw firsthand how the shortage of PPE was impacting hospital staff by putting them at serious risk and they knew they needed to help — while also staying home and practicing social distancing.

The organization accepts requests on its website from any person, group or faculty in need, whether it be hospitals, nursing homes, clinics or community outreach programs.

Requests are featured on the site’s global map and database for anyone looking to donate. Masks for Heroes also helps match facilities with hand sewn masks and offers tutorials and how-to videos for anyone looking to sew masks. The group does not accept monetary donations and through the initiative they match the specific needs of medical professionals with people willing to provide those unique needs.


Aperol has announced their #TogetherWeToast initiative, a new social campaign focused on sharing good news about those who are lifting each other up and spreading positivity to others. Kicking off tomorrow on National Apéritif Day through June 4, Aperol invites its community to share a “Virtual Toast” celebrating a family member, friend, or even a perfect stranger who is helping bring joy to others during this time.

We encourage you to participate and highlight someone in your life doing good, where for every tagged post Aperol will be donating $5 towards Another Round, Another Rally — a nonprofit financial resource for hospitality industry — with a goal of gifting up to $50,000 worth of Toasts. In addition to Campari America’s $1M contribution to support bartenders facing economic hardship, #TogetherWeToast calls on its community to help pay it forward by giving back to an industry that has supported us and brought us joy throughout the years.

Hearts of Montage Associate Relief Fund

With the devastating impact COVID has had on the travel industry, consumers have been looking for ways to support hotels/hotel companies, and the incredible associates (from housekeepers to concierges) that make their trips come to life. To support both their associates and consumers, Montage International rolled out its Hearts of Montage Associate Relief Fund, that not only allows consumers to support Montage Hotels & Resorts and Pendry Hotels & Resorts associates and their families, but also look toward an upcoming trip themselves or give the gift of travel.


To support the individuals battling on the front lines of the COVID-19 pandemic, holistic hydration drink RECOVƎR 180° has donated thousands of vitamin-packed beverages to first responders, most recently with a multi-pallet donation to Aurora Health Care headquartered in Milwaukee, Wisconsin.

To properly thank the hardworking individuals at Aurora Health Care, recent Major League Baseball National League MVP and Milwaukee Brewer’s Outfielder, Christian Yelich along with his friends at RECOVƎR 180°, shared a special video message.

Proper hydration has always been important to good health, but now that the world is in the grip of a global pandemic, proper hydration is more than just important — it’s critical to boosting the immune system to help fight off infection. With the upcoming Summer season, hydration is more important than ever and RECOVƎR 180° is here to help with its scientifically formulated plant-based ingredients.

On May 5th and May 6th, Wine Enthusiast has pledged that 10% of all sales made through or Wine Enthusiast’s call center will go directly to the National Restaurant Association Educational Foundation’s (NRAEF) Restaurant Employee Relief Fund to assist restaurant employees facing financial hardship due to the Covid-19 crisis.

Liquid I.V.

Brandin Cohen, the CEO and Founder of Liquid I.V. — a healthy hydration company.

Brandin has been so inspiring and believes in his giveback mission so much that he has completely transformed an entire Marketing Department in one week to become a COVID-19 response task force in order to donate over 2M servings of healthy hydration products to the frontline workers fighting COVID-19 (over 2k hospitals across the US). He even made sure to create a landing page on the website with all of this.

Karisma Hotels & Resorts

To show appreciation for all essential workers Karisma Hotels & Resorts announced that they will be gifting 150 free four-night resort stays to frontline workers and their families (up to five people!). You can self nominate if you’re an essential worker, or nominate someone, by the end of June.

The nomination process is simple. Now through June 30, 2020, anyone can nominate an essential hero with a short explanation of why they are deserving; those qualified can also apply directly. Nominations can also be submitted via Instagram by posting with the hashtag #HolidaysForYourHeroes.

Recipients of the 150 vacations will be selected in July 2020, and will receive a complimentary four-night, five-day stay for up to five family members (two adults and up to three children) — redeemable once travel restrictions are lifted.

William Murray Golf

William Murray Golf, the leading golf apparel line inspired by Bill Murray and his brothers, announced today its NEW Golf Give Back Campaign to support the food and beverage industry in Austin, TX.

The ecommerce retailer is offering a 25% off site wide sale to support those in the food and beverage industry who have been impacted during these uncertain times. A portion of the proceeds will be donated the Southern Smoke Crisis Relief — a nonprofit 501c3 foundation supporting and assisting those in the food and beverage community and their suppliers.

As the local food and beverage industry is near and dear to both William Murray Golf, an Austin, TX-based brand, and the Murray family, who own restaurants themselves including Murray Brothers Caddyshack (owned by the Murray brothers) and 21 Greenpoint (owned by Bill Murray’s son Homer Murray), joining in to support the cause was nothing short of a hole in one.


There has been a shift in production by Bacardi at the world’s largest premium rum distillery is helping supply ethanol required to produce the much needed hand sanitizers that are in high demand as a result of COVID-19. The Bacardi Corporation distillery in Cataño, Puerto Rico, where more than 80% of the company’s rums are produced, has partnered with Puerto Rico based manufacturer Olein Refinery to provide raw materials that will enable the production of more than 1.7M units of 10-ounce hand sanitizer.

At 70% alcohol, these products are in line with the recommendations by the World Health Organization for containing the spread of the virus.

Over half a million of the 10-ounce hand sanitizer units produced in partnership with Bacardi will be donated to local communities. Earlier today, Bacardi began distribution of the free hand sanitizers, made with the ethanol provided by Bacardi distillery, along with disinfectants produced by Olein, to USPS workers, firefighters and police.

The company plans to expand distribution next week to non-profit organizations including Fondos Unidos (United Way). Bacardi employees and contractors also received the free product as the health and safety of people is always top of mind for the family-owned company.

Pernod Ricard USA

Absolut’s parent company Pernod Ricard USA is helping the fight against COVID-19 spread by retooling their production to bolster the supply of hand sanitizer at all of their manufacturing sites.

The effort is in coordination with federal officials, including Dr. Peter Navarro, Assistant to the President for Trade and Manufacturing, who helped Pernod Ricard quickly navigate several regulatory hurdles and obtain the necessary approvals to produce American-made hand sanitizer. The brand is also partnering with government authorities for the distribution process across America.



The New York Exclusive by Columnist, Tony Bowles

Tony Bowles is one of the youngest sought journalists in the media world. He focuses on lifestyle, travel, entertainment, food, and more! Based in New York City