Pubs sell an average 98 extra pints on St Patrick's Day
Last year the Black Stuff accounted for 34% of this incremental uplift and, to boost sales yet further this year, the drinks company will be distributing St Patrick’s Day kits to over 10,000 venues ahead of the big day on, Tuesday 17 March.
Each kit, worth an estimated £30, contains flags, bunting and branded hats to help licensees make the most of the opportunity.
“The scale of St Patrick’s Day has definitely increased, with the celebratory events taking place in a greater variety of outlets and not just Irish pubs,” said Katerina Podtserkovskaya, head of Guinness activation in the on-trade.
“It’s a great to opportunity to provide customers with a unique and exciting on-trade experience and we’re keen to help with this through our dedicated advice and visibility kits.”
Diageo is also urging the pub trade to boost revenues by offering themed food as part of celebrations.
“There are 6.5million loyal Guinness consumers, who are highly valuable, spending more on food and drink than the average beer drinker - £19.78 versus £18.44 (Kantar Alcovision). Themed menus with key dishes such as Irish stew as well as pint and pie deals are a great way of tapping into this opportunity,” explained Podtserkovskaya.
In November Diageo unveiled four new ads for Guinness to rally fans ahead of the autumn internationals. The ads starred rugby legends including Jonny Wilkinson, Bill McLaren and Shane Williams.
