By Ian Neubauer
Diageo Australia announced it will invest more than $300,000 in Guinness brand activity leading up to the March 17 St Patrick’s Day celebrations.
In a drive to build consumer awareness for the iconic Irish beer, Diageo will give away 50,000 Guinness hats to patrons in 800 venues, distribute branded T-shirts to bar staff and purchase outdoor banner advertising space.
The distributor will also sponsor the ‘Great Guinness Pour’, a trade competition that will see bartenders judged in state heats in the lead up to St Patrick’s Day with state winners flown to Sydney for the national final on March 3. The overall winner will receive $1759 in cash in symbolism of the year Guinness was introduced to market.
“St Patrick’s Day is the most important day of the year for Ireland’s favourite stout and the trade can expect to see increased brand visibility and activity leading up to the day and continuing for the remainder of March,” said Diageo Australia group marketing manager – Guinness, Jonathan Curnow. “St Patrick’s Day is an opportunity for key retail customers to enjoy incremental sales from the Guinness brand.”