Guinness to provide 10,000 pubs and bars with St Patrick's Day POS kits

By Ben Winstanley contact

- Last updated on GMT

Guinness St Patrick's Day kits provided by Diageo to pubs and bars

Related tags: St patrick, Saint patrick's day

Diageo will provide 10,000 pubs and bars with Guinness St Patrick’s Day POS kits this year as it aims to drive sales around the famous Irish festivities.

Guinness claims the kits, which include a back bar flag, several metres of bunting and the popular Guinness hats, will allow publicans to “craft the perfect atmosphere” in which consumers can celebrate St Patrick's Day and “ensure a unique and exciting experience” is created.

The brand will also provide licensees with a suite of digital assets that they can use to enhance their social media presence and engage with consumers ahead of the weekend event, including themed cover photos, suggested Twitter posts and photos.

Katerina Podtserkovskaya, head of Guinness activation in the on-trade, said: “Celebratory occasions like St Patrick’s Day are important for the on-trade. They offer outlets a fantastic opportunity to capitalise on the event and help increase sales and footfall.

“St Patrick’s Day in particular is a natural and unique sales opportunity for the Guinness brand as it links to its Irish heritage and provenance.”

Last year Guinness Draught accounted for 61% of incremental total beer uplift (CGA analysis, March ‘15), which proves how Guinness helps to drive the total category sales.

Despite St Patrick’s Day 2015 falling on a Tuesday in 2015, outlets that activated a PoS kit saw an uplift of +118 pints of total beer on average per outlet with 72 pints being Guinness Draught (CGA analysis).

With an average of 53% uplift in Guinness Draught sales seen over St Patrick’s Day 2015 (CGA analysis), the potential sales are far greater this year if similar uplifts are seen across the extended weekend event. 

Want to know how else you can improve your offer on St Patrick’s Day? Follow the link for our top tips​.

Related topics: Beer, Marketing, Events & Occasions

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