Repairing storm damage in North America, Jamaica and Australia
Hurricane Sandy was the second most expensive storm ever in the United States, striking East Coast cities and beyond in October 2012, and devastating townships in the Caribbean. The Diageo Foundation stepped in during the crisis. We also helped in Australia, when the recent summer floods wrecked homes and threatened livelihoods.
In the days after Hurricane Sandy hit New York, Diageo North America delivered high-powered electricity generators to a retirement home and fire station in New Jersey and distributed 84,960 bottles of water to storm-hit areas. We also collected and delivered 800 winter coats, 9,600 pairs of socks, t-shirts and underwear across New York, New Jersey and Connecticut. Our contribution was recognised with a Platinum Magellan Award from the League of American Communications Professionals.
In Jamaica, where lives were also disrupted, Red Stripe, backed by the Diageo Foundation, donated £3.7 million in aid to victims in St Thomas, St Mary and Portland parishes, where response efforts were co-ordinated by the local Food for the Poor organisation which used funds to buy water and food and rebuild homes.
On the other side of the world, following devastating flooding in the Australian state of Queensland in January, Diageo's Bundaberg Distilling Company (BDC) donated £129,000 to the Red Cross Queensland Flood Appeal. In a brand-inspired touch designed to 'raise spirits', the BDC created a limited-edition five-year-old Australian rum, 'Road To Recovery'. All proceeds, along with sales of other Bundaberg Rum products at an event held at the Bundaberg site on 16 March, went towards a £161,000 fundraising target.