Arthur's Day: Guinness sold one million extra pints
Diageo sold one million extra pints of Guinness in UK pubs as part of the global celebrations for Arthur's Day on 24 September.
The date marked the 250th anniversary of Arthur Guinness signing the 9,000 year lease on the St. James's Gate Brewery in Dublin. Arthur's Day was publicised via a £3m marketing campaign which included a global advert, consumer press advertising, targeted radio advertisement and social media.
The drinks giant reported that 53% of UK licensees hosting Arthur's Day events noted increased sales, with an additional 27% of consumers drinking Guinness Draught as a result.
More than 11,000 point of sale kits were sent out to licensees from late August and included the brand's biggest ever Text to Win competition with prizes including a trip into space.
Pubs who ordered "Party Kits", which included mini pints and inflatable hands, were highlighted on hi-tech mobile applications such as iPhone, which the brand says boosted sales by 76%.
Paul Cornell, marketing manager for Guinness at Diageo GB, said: "We sold an extra one million pints of Guinness on the day and could not have done this without the extensive support of licensees and Guinness supporters.
"The combination of high profile prizes and visibility items enabled licensees to drive footfall to their outlet in the lead up to the event and on the day itself. The event was such a success that an amazing 90% of licensees reported that they would run Arthur's Day again next year!"
