The funds were redirected from the company's planned spending on advertising during live sports events that have been postponed or canceled because of the coronavirus pandemic.
The company announced Friday the assistance will help the Canadian Red Cross distribute emergency supplies and provide emotional and psychosocial phone support, supply key information, train frontline personnel and support the distribution of financial assistance through government programs.
"We feel that this is a time to do what we can to support communities in need and most of all, the heroes on the front lines, leveraging our resources, our relationships, and our reach to do our part," said Todd Allen, vice president of marketing for Labatt Breweries of Canada. "We invite other companies to use their unique capabilities to join us in this effort, however they can, so that together we can make a difference."
Budweiser also released a