Guinness helps licensees tap into St Patrick’s Day sales

Guinness is always a popular choice for pub-goers celebrating St Patrick’s Day on Friday, March 17, and to help publicans capitalise on sales, the brand is launching 10,000 new activation kits into outlets nationwide.

The kit is designed to create pre-event awareness, drive footfall and encourage customers to buy Guinness across the entire weekend.

It includes a back bar flag, several metres of bunting and 20 branded hats, to allow licensees an opportunity to create a themed bar that fully immerses customers in the St Patrick’s Day experience.

According to Diageo, Guinness and St Patrick’s Day have a clear association in the on-trade, offering a significant sales opportunity for pubs and bars this March. In 2016, outlets saw an uplift of +125 pints on average where a kit was activated, with 64% of pints being Diageo Draught.

Emma Rochford, Senior Commercial Planning Manager at Diageo, said: “St Patrick’s Day presents a golden opportunity for the on-trade, especially as all three home nations are playing on the final day of the RBS 6 Nations on Saturday, March 18.

“The Irish origin and heritage of Guinness also provides a unique selling point during this time of year. Last year, 37% of the sales uplift was attributed to the activation of kits in outlet.”

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