Diageo has started the roll-out in the UK of a Guinness support package for on-premise operators to capitalise on the run-up to Christmas and the New Year.
The brand owner is in the process of distributing 1m branded Guinness glasses and point-of-sale materials to venues across the country, as well as upgrading bar dispensing fonts. At the same time, training sessions will be made available to pub staff, covering topics such as glass hygiene and the two-part pour for Guinness.
Diageo’s field sales and technical teams will also provide tailored advice to help operators select the correct format for the beer’s no-alcohol line extension, Guinness 0.0, whether cans or the brand’s ‘plug-and-play’ MicroDraught system (below), based on expected rates of sale.
The activities’ financial details were not disclosed.
In the final 12 weeks of last year, according to the group’s UK unit, Guinness Draught’s value sales in the country leapt 25% on the corresponding period in 2024, hitting volumes of around 104m pints.
“Our priority is working with operators to make sure they have all the tools they need to deliver great-looking, great-tasting Guinness throughout the season,” said Diageo GB’s field & quality director, Ed Gallagher. “That means getting the basics right – enough glassware, the right dispense set-up, strong visibility and teams that are confident in pouring the perfect pint.”
Earlier this year, Diageo outlined plans to spend approaching US$1bn on the non-marketing side for Guinness. Among the elements to benefit from the investment are “supply infrastructure … packaging capabilities and additional zero processing capability”, as well as “in-market equipment such as taps and kegs” and “brand growth initiatives”.
