Guinness backs big day

Guinness St Patrick's

Guinness owner Diageo is distributing point of sale kits to help publicans make the most of St Patrick’s Day.

The firm claims the occasion presents an opportunity for outlets to sell an additional 98 pints on the day.

Guinness St Patrick’s Day kits are currently being distributed to 10,000 venues across the UK. Each kit is said to be worth £30 and contains a selection of themed products including a flag, bunting and 20 branded hats.

Katerina Podtserkovskaya, head of Guinness activation in the on-trade, said St Patrick’s Day “continues to increase in popularity”, with the event growing in scale across a variety of outlets.

“It’s a great 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 Guinness visibility kits,” said Podtserkovskaya.

“We’d also recommend that publicans fully embrace it by including additional extras such as live music, entertainment and themed food and drink.

“Whilst celebratory days such as St. Patrick’s Day are natural footfall drivers, it’s still important that licensees take these steps to ensure they are making the most of the events and differentiating themselves from the competition.”