Seagram’s 7 Teams With Iliza Shlesinger To Save The Iconic Dive Bar

Seagram’s 7 Crown American Blended Whiskey announced recently the brand had teamed up with actress and comedian Iliza Shlesinger for the launch of the “Keep the Dive Alive Campaign,” a campaign supporting the reopening of small businesses, including local dive bars.

As part of the platform, Seagram’s 7 will release a series of ‘training materials’ featuring Iliza. The video element of the campaign will be released on the Seagram’s 7 Instagram and will cover a variety of topics, including how to order a 7&7 cocktail, what to do with the sweatpants we’ve been wearing all year and how to ultimately be better patrons. Ahead of the full series of videos launching on July 7 in celebration of National Dive Bar Day, Seagram’s 7 has released a teaser video to help give consumers a preview of what’s to come, which you can see further below.

“Dive bars have been at the center of our brand history, and it’s important to us that we find ways to give back to small businesses alike. #KeepTheDiveAlive can enable these local businesses to continue on as staples in their communities, where those who chose to can grab a drink and stay connected,” Senior Brand Manager of Irish & North American Whiskies Gustavo Salguero said in a prepared statement.

“Seagram’s 7 first founded National Dive Bar Day on July 7th, back in 2017 with the mission to protect the existence of local dive bars. We hope this year’s campaign will provide some additional relief to help these local establishments recover from the past year while encouraging residents 21 and older to stop by and check out a dive of their choice near them.”

To help support these small businesses, 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 until July 24. 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. Adults 21 and older can share the brand’s “Keep the Dive Alive” content on Instagram with the hashtag #KeepTheDiveAlive.

“I couldn’t be more excited to team with Seagram’s 7 on their new ‘Keep the Dive Alive’ campaign,” Shlesinger said.  “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.”