Seagram’s 7 Crown American Blended Whiskey and Iliza Shlesinger are raising a glass to small businesses, including dive bars, across the country by teaming up 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.
The video element of Seagram’s 7 “Keep the Dive Alive” campaign will be released on the the brand’s Instagram 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 and running 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. “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.
For more information, head over to Seagram’s 7 official website.