MoU between the Syndicate of Owners of Restaurants, Cafés, Nightclubs and Patisseries and DIAGEO paves way for stricter standards and a new Quality Label.
The Syndicate of Owners of Restaurants, Cafés, Nightclubs and Patisseries in Lebanon has partnered with multinational beverage company DIAGEO. They aim to address the issue of counterfeit alcoholic drinks in the country.
A Memorandum of Understanding (MoU) was signed by Tony Ramy, president of the Syndicate, and DIAGEO. Antoinette Drumm, managing director for the Middle East and North Africa, and Ziad Karam, head of corporate relations for the region, represented DIAGEO.
Under the agreement, both parties will intensify joint efforts. They aim to combat the illegal production, counterfeiting, and adulteration of alcoholic beverages in Lebanon.
The signing took place in October during Whisky Live Beirut 2025. Organized by Hospitality Services, the high-profile event celebrates the culture of good living. It serves as a platform to discover international brands and connect suppliers with hospitality business owners in a vibrant social atmosphere.
Protection for businesses and consumers
Commenting on the agreement, Ramy stated that the primary objective is to protect business owners and, most importantly, consumers from the dangers of counterfeit alcoholic drinks. He emphasized that adulterated beverages pose serious health risks. In addition, they undermine the reputation of Lebanon’s hospitality sector.
Ramy noted that the agreement introduces a Quality Label to be displayed at the entrances of hospitality venues that meet the Syndicate’s standards and criteria. This enables consumers to identify establishments offering authentic, safe beverages.
lass=”yoast-text-mark” />>“This initiative reaffirms that Lebanon’s nightlife stands as a modern and responsible model built on respect for regulations and clear standards,” he said.
For her part, Antoinette Drumm, managing director of DIAGEO MENA, reiterated the company’s commitment to social responsibility in Lebanon. She explained that the partnership aims to strengthen the sustainability of Lebanon’s hospitality sector. Moreover, it promotes a culture of responsible consumption by jointly tackling smuggling and counterfeiting practices that harm consumers, legitimate businesses, and government revenues.
“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,” Drumm said. “This partnership with the Syndicate reinforces DIAGEO’s leadership in building a responsible beverage industry grounded in quality and fair competition.”
