Global beverage player Gruppo Campari has pledged €1m/$1.1m to aid Milan’s public healthcare institution ASST Fatebenefratelli Sacco in the fight against coronavirus (Covid-19).

Italy is now the worst-hit country globally with more than 3,400 deaths from the disease, surpassing China’s more than 3,200.

The money will be used to finance an intensive care operational unit to treat those Covid-19 patients in a critical state and supply a negative pressures system equipped with 10 resuscitation kits.

Campari Group, which has a portfolio containing more than 50 premium and super-premium brands and its roots in Milan, is encouraging all its ‘Camparistas’, customers and loyal consumers to make their own donation to the institution.

MAKING A PROFOUND DIFFERENCE

Leigh Irvine, Managing Director Global Travel Retail, Campari Group said: “The normal freedoms that we all take for granted, the conviviality of moments with friends and family, so often involving our brands must, for now, be curtailed.

“So we asked ourselves what contribution we could make to society in this hiatus and the result is this initiative to help support Milan, the home of Campari,  and the important work that doctors and health workers are doing by funding an ICU unit at the ASST Fatebenefratelli Sacco. We are inviting our Camparistas, customers and consumers to make their own donation too.”

ASST Fatebenefratelli Sacco is a centre of national excellence in the research and treatment of highly contagious and dangerous diseases.