Diageo acts over host's St Pat's Guinness boycott

By Lesley Foottit

- Last updated on GMT

Related tags: St patrick, Saint patrick, Guinness, Saint patrick's day

St Patrick's Day: big seller of Guinness
St Patrick's Day: big seller of Guinness
Diageo has promised to help a licensee who refused to serve Guinness on St Patrick's Day today in protest at the company's failure to provide a POS...

Diageo has promised to help a licensee who refused to serve Guinness on St Patrick's Day today in protest at the company's failure to provide a POS kit.

John Brice of the King George V in Brompton, Kent, decided to offer real ales instead of the black stuff this year.

"Guinness has made a big effort to promote St Patrick's Day but this year they were not able to provide me with a promotion kit including banners, t-shirts, hats and balloons," said Brice.

"They created this huge monster and now they're not feeding it. I was told the company was cutting back on promotional efforts but this is the time pubs need more help than at any other period in the past."

Morning Advertiser​ contacted Diageo for response and a spokesperson said: "We are supplying kits to 18,000 outlets and the vast majority (95%) of these are provided free. A small minority (5%) of kits is also available for purchase to ensure that licensees who would like a kit, could obtain one.

"Some kits may have slipped through the net in error and it's a pity that Mr Brice had been disappointed and decided not to serve Guinness on this occasion. Any customer that cares this much about Guinness deserves our full care and attention, and we will ensure that one of our sales managers contacts him as soon as possible.

"Guinness' support around St Patrick's Day remains the largest piece of on-trade activity delivered by the brand and is proven to increase sales and customers for licensees.

"Guinness understands the importance of this day for the on-trade and as such, continues to invest heavily with great looking POS and strong advertising designed to help pubs celebrate the event and make the most of the festivities."

Related topics: Spirits & Cocktails

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