Budweiser Canada is supporting Covid-19 response efforts with a $500,000 contribution to the Canadian Red Cross.

The money is redirected from the company’s proposed investments on advertising during live sports events that have been postponed or cancelled due to the coronavirus pandemic.

Budweiser said that the support will help the Canadian Red Cross distribute emergency supplies and offer emotional, as well as psychosocial phone support, train frontline personnel and support the distribution of financial assistance via government programmes.

Budweiser also released a One Team video to bring hope and inspiration to Canadians who may be feeling isolated and scared during the pandemic.

Labatt Breweries of Canada, parent company of Budweiser Canada, announced several breweries had shifted production from beer to hand sanitizer in order to distribute 50,000 bottles to Food Banks Canada, front line workers, and partners in the restaurant and bar industry who are serving take-out meals.

Labatt Breweries of Canada VP of marketing Todd Allen said: “Covid-19 has changed how we all live our lives for the time being, but it hasn’t changed Budweiser Canada’s commitment to our community.

“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. 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, which has been brewed in Canada for over 35 years, uses high-quality ingredients without any artificial ingredients, additives or preservatives.