Early kick-off for St Patrick’s

Six Nations tournament could boost Irish celebrations

St Patrick’s Day
• Guinness will be providing St Patrick’s Day point of sale kits to 10,000 outlets across the UK.

THIS year’s St Patrick’s Day represents a double opportunity for publicans to boost business, according to Guinness parent company Diageo.

The firm, which will provide over 10,000 outlets in the UK with St Patrick’s Day kits ahead of March 17, said the usual St Patrick’s Day celebrations could be extended by the ongoing 6 Nations rugby tournament.
Amy Mooney of Diageo said the fact St Patrick’s Day falls on the Monday after the final games of the 6 Nations tournament could be a real boon for pubs.

As St Patrick’s Day falls on a Monday publicans should focus on the preceding weekend.

“Not only is it about the ‘big weekend’ opportunity but also footfall is going to be even higher, creating the perfect opportunity for publicans to host a ‘double celebration’ for consumers and, of course, heavily promoting the March 17 celebrations and encouraging people to return to their outlet after the weekend,” she said.
The Guinness point of sale kits include hats, bunting and other POS materials and will be distributed as part of the brand’s ongoing £34 million investment in its ‘Made of More’ campaign, which has also seen the brand sponsor the 6 Nations rugby tournament.
Diageo has supported the sponsorship through digital marketing and PR, as well as separate point of sale materials for outlets.
Mooney said creating the best atmosphere will be key to making the most of St Patrick’s Day.
“Publicans should make their outlet the number one destination to celebrate St Patrick’s Day by offering music and entertainment to create a celebratory atmosphere,” she said.
“Also, thinking about your food and offering a themed menu, such as Irish stew, will improve the overall experience, as well as driving additional sales by extending the occasion for customers.

Entertainment, music and themed menus could drive additional sales.

“Creating a themed occasion provides publicans the opportunity to increase incremental sales during this pivotal event, such as offering consumers Irish food, Irish music and Irish cocktails, such as the Guinness Black Velvet.”