Guinness has been celebrating the kick-off of its four-year partnership with the Premier League through a series of exclusive activations within the convenience channel.
Popping up across the country, Guinness provided a huge sales opportunity for independent retailers by raising awareness of the partnership and tapping into culturally relevant match-day moments, reminding shoppers that football truly is a lovely game for a Guinness.
A winning partnership
The activations were not only designed to raise awareness of the partnership with the Premier League, but to celebrate and reward the role retailers play in their communities. Retailers received everything they needed to host a day of football fun within their communities including bespoke POS materials, free stock, immersive football games, and even local food vendors to create an engaging atmosphere and draw crowds.
By leveraging the excitement of Premier League match-days, Guinness created a unique opportunity for retailers to connect with their customers, foster community spirit and drive their sales.
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Kay Patel from Global Food and Wine explained: “I think it’s really important for brands to do activations like this because it creates engagement, not only with us as retailers but also with our customers.” This activation has been a great way to build awareness around Guinness and the partnership with Premier League has resulted in a boost in community engagement and sales.
Aman Uppal from One Stop Mount Nod said: “The Guinness Premier League activation was a huge success, not only with shoppers on the day enjoying the activities and samples that were on offer but also in terms of post-event sales. In October, I saw a 35% increase in sales of Guinness 0.0 compared to September, and a 21% increase in Guinness alcohol during the same period.”
Scoring big for the community
To further drive awareness and support for retailers and their communities, Guinness launched a competition giving one lucky retailer the chance to win a £5,000 community donation to a local football initiative of their choice. This competition will help to improve facilities within local communities to provide them with better access to the game of football.
Chris Cobb from Keystore Cults said: “As an independent store we are delighted to have won £5,000 for our local football club. We would like to thank Diageo for the donation. We pride ourselves on being the local community store and this money will help players of all backgrounds to continue to enjoy playing football. The work the football club does for all ages in the community is fantastic and this donation is a massive boost for them.”
A spokesperson said: “We are thrilled to receive this money and would like to thank Chris from Keystore Cults for entering the competition. One of the biggest challenges in running grassroots football clubs is the rising costs of maintenance and equipment. With over 550 members registered with the club the money received will be a massive help in mitigating those running costs.”
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