Make the most of St Patrick's Day | Scottish Licensed Trade News

Scottish Licensed Trade News

Make the most of St Patrick’s Day

Posted on by in Beer

This year presents a chance for a weekend of events

THE firm behind Guinness is urging operators to make the most of St Patrick’s Day, which this year falls on a Friday (March 17).
Some 10,000 point of sale kits are being distributed by Guinness brand owner Diageo to outlets nationwide ahead of the big day.

Designed to create pre-event awareness, drive footfall and encourage customers to buy Guinness, the kit is intended to help operators to make the most of St Patrick’s Day.
And as the date falls on a Friday this year – and coincides with the final weekend of rugby’s 6 Nations – Diageo reckons publicans could take advantage of the “weekend opportunity” by running different events from Friday to Sunday.

St Patrick’s Day presents a golden opportunity for the on-trade.

This year’s activation kit includes a back-bar flag, several metres of bunting and 20 branded hats.
Emma Rochford, senior commercial planning manager at Diageo, said the promotional kit, which the firm claims was responsible for a 37% sales uplift for Guinness last year, will allow licensees to create a themed bar that will ensure customers feel “immersed in the St Patrick’s Day experience”.
“St Patrick’s Day presents a golden opportunity for the on-trade as it encourages consumers to come together in celebration, especially as all three home nations are playing in the final day of the RBS 6 Nations on Saturday (March 18),” said Rochford.
“The Irish origin and heritage of Guinness also provides a unique selling point during this time of year.”

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