This year’s activation kits include Guinness POS items such as bunting, posters and flags, as well as Guinness branded fixture lists and social media assets to help licensees create a “rugby buzz” throughout their outlet and highlight when the RBS 6 Nations matches will be shown.
The activity builds on the success of the 2016 tournament kits, which Diageo say delivered 47% uplift in Guinness sales in outlets where kits were available vs Six Nations 2015.
Emma Rochford, Senior Commercial Planning Manager at Diageo, said, “Rugby awareness is experiencing a real high. Tapping into these fixtures therefore presents a golden opportunity for licensees, and our Guinness kits provide the means to do just that.
“The Stout consumer is very important to licensees, particularly during the rugby season.
“Stout drinkers spend more on average per visit than all other Beer categories and are more loyal to the on-trade than lager drinkers, so with Guinness representing 96% of the total Stout category, it’s important licensees stock up.”