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 2 million 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 £2.5 million 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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Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
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