A freephone support line for publicans and bar staff has been launched to help those struggling during the pandemic.
Counsellors and financial experts will be available to take calls 24/7 when the service officially opens tomorrow.
Guinness has provided €14m for the Raising the Bar Helpline to finance the service.
The fund is aimed at helping to support trade across the island of Ireland to re-open their doors and recover following the COVID-19 pandemic.
Additionally, the helpline will offer emotional and mental health counselling services, as well as providing information regarding financial matters to licensed business owners, staff and their immediate family members.
Liam Reid from Diageo says the struggles being experienced by the sector are more than just financial.
He said: "From speaking to various publicans and their representative bodies, we know it's taking its toll.
"We know that for the bar sector and for the hospitality sector, it's not just a job, it's a vocation.
"People haven't been able to meet their customers, they haven't been able to meet staff, a lot of them have been stuck at home.
"For example, if you're a wet pub in Ireland you've been closed for 32 of the last 35 weeks and if you're a wet pub in Dublin, you've been closed since the 15th of March."
Information on registering to avail of the fund can be found here.
The freephone number from the Republic of Ireland is 1800 303 589 or direct dial 01 261 2734.
Reporting by Laura Donnelly