Diageo GB has announced that its St Patrick's Day plans for Guinness will centre on attracting people into pubs on the weekend before the Irish bank holiday.
As part of the £3m spend, 29,000 pubs will be supplied with promotional kits, which include the famous Guinness-branded St Patrick's Day hats, banners and large posters. They will also receive a CD containing Irish music, quizzes and other entertainment ideas.
With St Patrick's Day falling on a Monday this year, additional PoS material is available so outlets can make the most of the Six Nations rugby games the weekend before.
Pubs selling Guinness Red will also receive specific kits, which include inflatable pints, hats, posters and balloons.
Diageo GB sales director David Smith said: "It's difficult to think of another brand associated with an event the way Guinness is with St Patrick's Day. This year licensees have the chance of a double win with St Patrick's Day falling on the Monday and a host of sporting events the weekend before."