New kits are being offered to bars and pubs by Guinness to help them create excitement around the RBS 6 Nations rugby tournament.
They are being sent to 6,000 outlets nationwide, containing items designed to engage consumers from the door to the point of purchase during the games which run from February 6 to March 19.
It follows the 2015 tournament which delivered 59% uplift in Guinness volumes year on year in outlets where a kit was available compared to Six Nations in 2014.
Point-of-sale materials include the Guinness Lineout (pictured) which allows consumers to carry a round of four pints easily. As well as creating theatre, it increases the number of pints that can be easily carried through bar. Research by Behavioural Architects has shown that groups of people actively want a group serve of Guinness.
Guinness has also created additional large items for licensees including Guinness Rugby Made of More flags, Guinness inflatable goal posts and mobile bars. These items are aimed at driving footfall into outlets and ensuring that each match draws a crowd.
Themed POS such as rugby jerseys for staff and Guinness-branded fixtures lists are also available to outlets to create a rugby atmosphere in the bar and tell consumers when they can next enjoy a match in the outlet.
Licensees will also receive an editable back bar display where they can write which matches they are showing and any Guinness promotions they might be running.
Guinness has also partnered with MatchPint, the website and mobile app, to drive footfall into outlets. MatchPint offers consumers a “buy one get one free” deal on Guinness when they check in at outlets that are signed up to the MatchPint deal.
During last year’s autumn rugby season, 75% of pubs (with redemptions between 16 and 30) claimed that using MatchPint had a positive impact on Guinness sales while 74% claimed that it had a positive impact on overall sales.
Katerina Podtserkovskaya, head of Guinness activation in the on-trade, said: “As rugby awareness is higher than ever after England hosted the Rugby World Cup, the clear association of watching rugby in the on-trade presents an even greater opportunity for licensees.
“The stout consumer is very important to licensees. Stout drinkers spend more on average per visit than all other beer categories and are more loyal to the on-trade than lager drinkers so it is essential that licensees take care of their stout consumers.
“As Guinness represents 95% of the total stout category, it’s important that during rugby periods licensees stock up on Guinness and maintain perfect quality, whether it is through a 50-litre keg, 30-litre keg or Guinness Surger offering.”