Guinness gets friendly for St Patrick’s Day

18 February, 2011

Guinness is encouraging retailers to make the most of St Patrick’s Day with?a national marketing campaign.?Supplier Diageo GB is planning widespread off-trade support to help independents and multiples promote March 17 as “the friendliest day of the year”.?Its field salesforce will be calling on stores with St Patrick’s Day POS, including bunting, flags, posters and balloons. Around 14,000 independent retailers will receive direct mail containing free POS to help them to develop their in-store Guinness displays.?In the grocery channel there will be bespoke St Patrick’s Day activity, including branded merchandising units and shelf barkers advertising text-to-win competitions with prizes including trips to Dublin and New York.

Simon Hewitt, packaged Guinness marketing manager, said: “This year, St Patrick’s Day falls on a Thursday, just two days before the much-anticipated Ireland v England RBS Six Nations Championship game.

“Consumers will be celebrating both events and many will be enjoying festivities with friends and family at home.

“By increasing the visibility of Guinness, retailers can hope to take their share of increased sales that this level of visibility is proven to deliver.”




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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 – which makes it especially galling that we spend so much time divided over it.

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