Diageo GB has announced its Guinness St Patrick's Day plans with a £3m spend that will focus on attracting people into pubs on the weekend before the Irish Bank Holiday.
Twenty-nine thousand pubs will be supplied with promotional kits, which include the infamous Guinness branded St. Patrick's Day hats, banners and large posters. They will also receive a CD containing Irish music, recipes and quizzes and other entertainment ideas.
With St. Patrick's Day falling on a Monday this year, additional PoS material is available so outlets can make the make the most of the Six Nations rugby games the weekend before.
Pubs selling Guinness Red will also receive specific kits, which include inflatable pints, hats, posters and balloons.
Diageo said there is a fantastic opportunity to drive footfall on what is normally a relatively quiet night, citing that traditionally five million pints of Guinness are sold on the day itself.
Diageo GB sales director David Smith said: "It's difficult to think of another brand which is associated with an event the way Guinness is with St Patrick's Day.
"This year licensees have the chance of a double win with St Patrick's Day falling on the Monday and a host of sporting events throughout the weekend prior.
"The Guinness brand will once again be on hand to provide thousands of licensees with everything they need to draw rugby and racing fans into pubs and increase sales opportunities by helping create the ultimate St Patrick's Day environment."