Beiruting News

The Syndicate of Owners of Restaurants, Cafés, Nightclubs, and Patisseries, represented by its President Tony Ramy, has signed a Memorandum of Understanding with global company DIAGEO, represented by Antoinette Drumm, Managing Director for the Middle East and North Africa, and Ziad Karam, Head of Corporate Relations for the region.

The agreement strengthens collaboration between both parties to combat the illegal counterfeiting and adulteration of alcoholic beverages in Lebanon.

The signing took place during Whisky Live Beirut 2025, a major event that celebrates the culture of good living and serves as a platform to discover international brands and connect suppliers with hospitality business owners. The event embodies Lebanon’s enduring spirit of joy and renewal.

On this occasion, Tony Ramy, President of the Syndicate, emphasized that the primary goal of the agreement is to protect business owners and, above all, consumers from the dangers of counterfeit alcoholic drinks, which pose serious health risks and undermine the reputation of Lebanon’s hospitality sector.

He explained that the agreement introduces a Quality Label, to be displayed at the entrances of hospitality venues that meet the Syndicate’s standards and criteria, enabling consumers to identify establishments that offer authentic and safe beverages.
Ramy noted:
“This initiative reaffirms that Lebanon’s nightlife stands as a modern and responsible model built on respect for regulations and clear standards.”

For her part, Antoinette Drumm, Managing Director of DIAGEO MENA, reiterated the company’s commitment to its social responsibility in Lebanon. She stated that this partnership seeks to strengthen the sustainability of Lebanon’s hospitality sector and promote a culture of responsible consumption by jointly tackling smuggling and counterfeiting issues that harm consumers, legitimate businesses, and government revenues.

Drumm added:

“Through this agreement, we aim to create a safer and more regulated environment where quality, authenticity, and consumer trust prevail over unsafe and informal practices. This partnership with the Syndicate reinforces DIAGEO’s leadership in building a responsible beverage industry grounded in quality and fair competition.”

Through this collaboration, the Syndicate and DIAGEO aim to raise standards across Lebanon’s hospitality industry, from staff training and responsible service to data sharing and sustainability initiatives, further solidifying Lebanon’s position as a regional hub for ethical, high-quality, and distinguished hospitality.

Beyond this partnership, DIAGEO seeks to transform and elevate Lebanon’s alcoholic beverage landscape, fostering a culture of authenticity, responsibility, and excellence ensuring a safer, more transparent, and forward-looking industry for both consumers and businesses alike.