'Arthur's Day' pushed Guinness sales in pubs to one million pints

The 250th anniversary celebrations of Guinness's Dublin brewery helped push daily sales of the 'Black Stuff' in UK pubs to more than a million pints.

Daily sales of Guinness in UK boozers normally reaches around 750,000 pints, but the campaign to mark the 250 years since the signing of the lease on the St. James's Gate Brewery in Dublin meant that figure rose by a third on 'Arthur's Day', September 24, 2009.

Diageo, which owns the Guinness brand, said pubs hosting 'Arthur's Day' events "noted a halo effect from the campaign".

The drinks giant said 52 per cent of licensees agreed that the event increased sales, with an additional 27 per cent of consumers drinking Guinness Draught as a result of the day.

Diageo said more than 11,000 point of sale kits were sent out to licensees from late August.

The group added that those pubs which had ordered 'Party Kits', which included mini pints, inflatable hands and other "visibility items to help create a party atmosphere within their venue", also received additional promotion via party maps on DotMobi and iPhone applications, and as a result noted an approximate 76 per cent increase in sales.

Paul Cornell, marketing manager for Guinness at Diageo GB, said the 250th anniversary was a "huge milestone" for the brand.

"We are thrilled with the results from the Arthur's Day campaign which exceeded all of our expectations.

"We sold an extra one million pints of Guinness on the day and could not have done this without the extensive support of licensees and Guinness supporters."