Magners is launching a range of point-of-sale kits for pubs to celebrate St Patrick's Day.
The Irish cider brand has previously given some ad hoc support to selected pubs but this the first concerted campaign for the event.
The new POS kit incorporates the slogan "It's come a long way from Tipperary..." and includes posters, table talkers, bunting, and table toppers. The kits will also focus on packaged Magners Pear Cider to aid visibility and drive trial around the 17 March.
Gordon Johncox, managing director of Magners GB said: "St. Patrick's Day has always been a big event in the calendar for us and we naturally see an uplift in volume and distribution during this time as licensees run their own activity and promotions.
"We expect this year to be even bigger and multiple requests from the trade have led us to offer specific support for St. Patrick's Day in 2011. In fact, requests for our support have already outstripped initial forecasts, and we have had to double our order to ensure we satisfy demands from the trade."