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Guinness kicks off the 2017 RBS Six Nations with 6,000 visibility kits

This year, GUINNESS is launching 6,000 new activation kits nationwide to support rugby outlets throughout the RBS 6 Nations. The activity from the UK’s No.1 Stout from Diageo[1] builds on the success of the 2016 tournament kits, which delivered 47% uplift in GUINNESS volume YoY in outlets where kits were available vs Six Nations 2015[2].

Designed to engage customers from the entrance of the pub right through to the point of sale by creating a vibrant, dynamic bar environment, this year’s activation kits include GUINNESS POS items such as bunting, posters and flags, alongside GUINNESS branded fixture lists and social media assets, creating a rugby buzz throughout the outlet and highlighting when the RBS 6 Nations matches will be shown.

During the 2015 Rugby World Cup, GUINNESS was the number one brand associated with the competition[3], highlighting the clear association between GUINNESS and rugby. Demonstrating the value of this association to licensees, research has shown that involvement in a GUINNESS campaign is directly linked to increased footfall during key rugby occasions[4].

Emma Rochford, Senior Commercial Planning Manager at Diageo, said: “With the recent success of the England squad, who remained unbeaten throughout 2016, rugby awareness is experiencing a real high. Tapping into these fixtures therefore presents a golden opportunity for licensees, and our GUINNESS activation kits provide the means to do just that.

“The Stout consumer is very important to licensees, particularly during the rugby season. Stout drinkers spend more on average per visit than all other Beer categories[5] and are more loyal to the on-trade than lager drinkers[6], so with GUINNESS representing 96% of the total Stout category[7], it’s important licensees stock up on either a 50L keg or 30L keg to unlock significant profit potential.”

[1] Millward Brown 2016

[2] CGA Strategy Volume Pool data to May 2016

[3] Arc London, October 2015

[4] Arc London, October 2015

[5] Kantar Worldpanel 12 months to June 2014

[6] Kantar Alcovision Worldpanel June 2014

[7] CGA; GB On Trade; Volume (HL); MAT to P10 (01/10/2016)

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