Guinness POS backs Lions tour

28 May, 2009

Retailers are being provided with promotional material from Guinness to capitalise on the imminent British Lions tour of South Africa.

POS kits from Diageo include a text-to-win promotion giving consumers the chance to win an official Lions rugby shirt and signed merchandise prizes.

Also included are wobblers, shelf barkers, pop up display units, bunting and A3 posters. Guinness Draught in a Can packs are being Lions-branded to further bring the action to life.

Sponsorship manager for Guinness at Diageo GB, Lee Bailey, said: “Around 3.5 million Guinness drinkers are keen rugby fans in Great Britain.

“By displaying the Guinness POS kit, retailers will drive footfall from rugby fans wanting great beer to enjoy with the game and with the official Lions rugby shirts and signed merchandise they have an opportunity to win a piece of the action.”

The 10-match tour, which is also sponsored by First Cape wines, begins on Saturday (May 30).




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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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