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.”

Bookmark this

Site Search


English wine: a happy harvest for Christmas

All across England and Wales, vineyards are being harvested. Down winding country lanes come armies of welly-wearing conscripts wielding secateurs and buckets, ready to reap the rewards of our vines. Happily they come, their cheeks ruddy with pride. Half an hour later they’re crawling over muddy clods with lacerated hands, drenched in claggy juice and cold sweat, as if ploughing through an endurance race.

Click for more »
Upcoming events


Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know