Happy St Patrick’s Day
St Patrick’s Day (17 March) is an important event on the on-trade calendars as it offers outlets a fantastic opportunity to increase sales and footfall – especially as this year it falls on a Friday so gives your customers the whole weekend to celebrate.
Now one of the most celebrated traditions, St Patrick’s Day continues to increase in popularity so outlets are encouraged to develop their own events and to capitalise on the event.
The importance of Guinness
Guinness and St Patrick’s Day has a long-standing association, CGA data demonstrated that last year Guinness Draught accounted for 61% of incremental total beer uplift, with more than 100 pints sold on average per outlet. Licensees should also remember that according to Kantar, Guinness drinkers are higher spenders overall in both food and drink, are more loyal to the on-trade and visit more often than lager drinkers – therefore it is really important to have plenty of stock to avoid disappointment!
Promote the event
Publicans should ensure that their St Patrick’s Day point of sale is highly visible ahead of the occasion to help drive prevent awareness and footfall into outlet. And this year Guinness is providing 6,000 outlets in the GB market with St Patrick’s Day kits. The kits costing £30 include rugby balls and inflatable goal posts allowing outlets to create the perfect atmosphere in which consumers can celebrate St Patrick’s Day. Don’t forget to use all available channels to publicise your St Patrick’s Day celebrations ahead of the occasion, including your digital platforms and social media.
Friday 17 March: this should be your main event. Make the most of St Patrick’s Day point of sale and run price promotions on Irish brands to drive rate of sale. Having an Irish themed quiz could also be a great way of increasing time spent in your outlet and total spend on food and drink.
Saturday 18 March: take advantage of this being the final day of the RBS 6 Nations. There are three crucial matches between all of the home nations starting at 2.30pm. Capitalise on Guinness’ long association with rugby and its position as Official Beer of the RBS 6 Nations to drive sales over the weekend.
Sunday 19 March: consider have a themed menu. As food occasions have been in steady growth in the UK ontrade during 2016* capitalise on the opportunity and provide your customers with a themed menu, such as Irish stew or a steak and Guinness pie (see recipe) with a complimentary pint of Guinness or shot of Irish Whiskey deal. Have a range of Irish themed cocktails too.
St Patrick’s Day is a natural and unique sales opportunity for brands such as Jameson, Bushmills and Guinness. And for those customers who don’t usually drink the traditional Irish brands why not tempt them with a cocktail?
Click here for Guinness Black Velvet, Irish Flag, JGL – Jameson with Ginger Ale & Lime and Green Beer