Guinness is kicking off the Autumn with its brand-new Premier League partnership. The four-year agreement will see Guinness become the Official Beer of the Premier League, and Guinness 0.0 as the Official Non-Alcoholic Beer. The partnership comes with Guinness looking to tap into these culturally relevant occasions and engage with a wider audience, reminding shoppers that football is a lovely game for a Guinness.

Get match day ready with Guinness

The brand is continuing to invest in driving relevancy by tapping into the match-day occasion with dedicated support for the impulse channel. The partnership provides a huge sales opportunity in convenience, enabling independent retailers to work together with Guinness, to drive engagement with consumers, who have immense passion for the sport.  

Recognising their vital role within communities and to celebrate the announcement, Guinness has teamed up with five retailers to create a match-day takeover in their stores. These retailers will receive everything they need to host a day of football fun for their communities, including a bespoke suite of POS, free stock, football-themed decorations and a local food vendor.

To get in on the match-day action, you can order tailored Lovely Game for a Guinness POS by signing up to Diageo One.

Another lovely drop from Guinness

Guinness celebrated this summer season with retailers across the country by gifting them tailored activations to mark its Lovely Drops campaign. Each retailer hosted a summer celebration for their local community, which included a local street artist who created a bespoke mural for each location, free food and live entertainment. The campaign was a great success driving shopper footfall and importantly sales, retailer Bobby Singh from BB Nevison Superstore in Pontefract reported a 100% uplift in sales during the campaign period.

The Lovely Drops campaign provided the perfect warm up to the Premier League season, celebrating community spirit with a pint of Guinness.

Mehmet Guzel, owner of Simply Fresh Roman Road, who was a platinum retailer, commented: “The Guinness Lovely Drops campaign was created with retailers in mind, the POS allowed us to execute a bronze, silver or gold activation dependent on our store. We received a whole suite of POS which encouraged our customers to scan and win merchandise everyday throughout July, helping to drive awareness of Guinness as a summer drink.”

“We also received a street celebration which included street food, a steel pan band and decorations, it brought theatre to our store during a busy Friday lunchtime which created a real community buzz.” Mehmet continued, “We still have our Guinness mural up which was painted by the street artist and has attracted lots of attention throughout August. Overall, the activation helped us drive both sales and footfall, a great success all round!”

Check out our tailored impulse summer activation for Guinness Lovely Drops:

Sign up to Diageo One to get your hands on all-new Lovely Game for a Guinness POS

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