Diageo customises Guinness PoS kits

Recipes, business tips and music CDs form part of the revamped Guinness kits for

this year's St Patrick's Day celebrations.

Brand owner Diageo has decreased the number of kits it is giving out — this year 18,000 licensees will get the kits compared to 25,000 last year. However, the kits will be much more customised as the brand moves away from a "prescriptive, one-size-fits-all approach," says Guinness marketing manager Paul Cornell.

"We are really going the extra mile for licensees that really want to make St Patrick's Day work for them. This year's kits still include the hats, party items and PoS material to help create the right atmosphere, which are proven winners, but we've added in some more bespoke options and practical business advice," he explained.

In addition to the kits, around 800 venues nationwide will receive help from Diageo to run live music events and a Facebook campaign will encourage revellers to visit their local with friends to celebrate the day.

Guinness will also return to the big screen, billboards and radio with £500,000 of advertising to boost consumer awareness ahead of

St Patrick's Day on Wednesday 17 March and in the

run-up to the following weekend, when the company expects a number of events to take place.

"We expect to sell some five million pints of Guinness a day around St Patrick's Day, compared to one million on an average day," said Cornell. "It's a key time for us. We're excited to have evolved our strategy, which improves on a winning formula."