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“Keep the Dive Alive”. You Can Help.

Seagram's 7&7 at bar on-set - Feature

July 5, 2021 —  Remember the opening line of the Cheers theme?  “Sometimes You Want to go Where Everybody Knows Your Name”.  That sums up the enticement of the dive bar.  But, like so many small, independent businesses, the dive bar world has suffered thanks to the pandemic.  However, help is at hand.

Just in time for National Dive Bar Day on July 7 Seagram’s 7 Crown American Blended Whiskey is raising a glass to small businesses, including dive bars, across the country by teaming up with actor and comedian, Iliza Shlesinger, to launch the brand’s new “Keep the Dive Alive” campaign.

LOS ANGELES, CALIFORNIA – JUNE 10: Iliza Shlesinger poses as Seagram’s 7 Crown Whiskey Releases New Keep the Dive Alive Platform With Iliza Shlesinger at The Offbeat on June 10, 2021 in Los Angeles, California. (Photo by Michael Kovac/Getty Images for Seagram’s 7 Crown)

The video element of the brand’s “Keep the Dive Alive” campaign will be released on the Seagram’s 7 Instagram (@Seagrams7) 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.

Dive bars have been at the center of the brand’s history.  Seagram 7 founded National Dive Bar Day on July 7, 2017 and it is especially important now to help them continue as staples in their communities, the place where anyone can choose to grab a drink and stay connected. 

“Keep the Dive Alive”

Effective immediately and continuing through 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, Seagram’s 7 Brand Partner and Comedian.  “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.” 

In addition to liking and sharing content from Seagram’s 7 Instagram and Facebook, be sure to drop in at your favorite neighborhood bar and let them know you still love them.

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