In the run up to St Patrick’s Day, Diageo Australia, owner of the Guinness brand, will invest over $300,000 in brand activities.
More that 50,000 Guinness hats will be given out to consumers in 800 venues nationally, throughout the month of March.
Further increased visibility will include outdoor banners and Guinness branded t-shirts for bar staff in supporting venues, as well as high visibility display materials.
St Patrick’s Day is on March 17th, 2008, and the lead-up is a key sales period for Guinness with 21.5 per cent MAT volume sold in February and March, 13 per cent of that in March.
Incremental Guinness sales versus baseline sales over February and March account for 29%, while in March alone incremental sales account for 56% versus baseline sales.
The “Great Guinness Pour” Trade Competition will see bar staff judged in state heats around the country in the lead up to St Patrick’s Day with state winners flown to Sydney for the national final on March 3rd.
The national champion will win $1759, symbolic of the year Guinness was established in Ireland.
A comprehensive overview of all St Patrick’s Day Guinness promotional activity and participating venues can be found on the new Australian Guinness website www.guinness.com.au, live on February 18th, 2008.