Guinness puts money on St Patrick

09 February, 2007

Guinness is helping off-licences and convenience stores to celebrate St Patrick's Day - which falls on a Saturday this year - with 14,000 point of sale kits including St Patrick's Day branded hats, T-shirts, shelf barkers and wobblers.

Diageo said spring is the most popular time of year for Guinness Draught in cans and hopes that St Patrick's Day, on March 17, will give sales an extra lift. Last year more than 2ámillion cans were sold in the week around St Patrick's Day - 61 per cent more than the average week.

The POS kits come on top of a ú2.5ámillion new TV and cinema ad Guinness will be screening in the run-up to the event.

Guinness senior brand manager Steven Hamilton said: "This year we have created a compelling campaign to strengthen Guinness sales over spring. St Patrick's Day merchandise should also create some excitement around the occasion in store."




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle ľ which makes it especially galling that we spend so much time divided over it.

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