Desperate times need desperate measures. In the face of the unprecedented global impact of Covid-19 pandemic, several luxury brands have swung their resources to support the humanitarian concerns, even as cities and countries are in lockdown mode. Faced with severe shortage of hand sanitizers, several distilleries in UK and USA have temporarily stopped the production of their regular products and are making alcohol based hand sanitizers and cleaners. French brand Pernod Ricard, which makes Absolut Vodka, Jameson Irish Whisky, Malibu and Kahlua. has collaborated with Cooper Laboratory to make 70,000 liter of pure alcohol. Several distilleries in Scotland are producing the same, in keeping with the guidelines of WHO. In the US, the Alcohol Tobacco Tax and Trade Bureau (TTB) has relaxed rules to permit distillers to make hand sanitizer. Bacardi, the world’s largest rum distillery partner, is addressing the sanitizer shortage in Puerto Rico. Closer home, a two-year-old beer brewing company located in North Goa’s Sangolda, the ‘Goa Brewing Co.’, has announced that it will provide hand gels free of cost to local villagers, health workers, hospitals and government offices and will offer free refills to anyone who shows up at the brewery.
Italy, which is home to the many luxury brands, is the hardest hit with the Corona virus, after China. Giorgio Armani has donated €1.25 million to three local hospitals and Civil Agency, Versace’s creative director Donatella Versace has donated €200,000 to Milan’s San Raffaele hospital. Prada’s Miuccia Prada and husband Patrizio Bertelli, have donated six intensive care units to three local hospitals. The well-known winter wear brand Moncler has donated €10 million to build a temporary hospital in Milan. Dolce & Gabbana has announced that it will be funding a coronavirus research project, for which it has collaborated with the Humanitas University.
Earlier this year in January, as the Covid-19 raged in China, and the rest of the world yet appeared to be safe, many luxury brands donated large amounts. LVMH donated about $2.3 million to the Chinese Red Cross Foundation to get more medical supplies; Kering donated $1 million to the Hubei Red Cross Foundation, L’Oreal contributed $720,000 to the Chinese Red Cross Foundation, Estée Lauder Cos. Inc. donated $290,000, Shiseido donated $140,000 and Swarovski donated $430,000.