Guinness 0.0 launches biggest ever responsible drinking campaign: ‘Make it a St. Patricks Day to Remember’
Dublin pub O’Donoghue’s has been renamed 0.0’Donoghue’s as part of the Guinness 0.0 campaign. Picture Andres Poveda
As anticipation builds for St. Patrick’s Day and celebrations kick off across the country, Guinness 0.0 has launched its biggest ever responsible drinking campaign, to encourage people to ‘Make it a St. Patrick’s Day to Remember’.
The campaign has been developed to communicate a message of moderation, and to encourage consumers to try the non-alcoholic beer, with 50,000 free pints of Guinness 0.0 being made available across the island of Ireland over the course of St. Patrick’s weekend.
In the brand’s largest ever sampling of its non-alcoholic beer, free pints of Guinness 0.0 will be available in over 300 different locations across Ireland. Four participating iconic pub facades will be rebranded into ‘Guinness 0.0 Pubs’ including O’ Donoghues (Merrion Row, Dublin), O’ Connell’s (Eyre Sq, Galway), O’ Sullivans (Douglas, Cork) and Common Market (Belfast) where customers can enjoy a free pint of Guinness 0.0 on 17 March, as well as in 150 other pubs nationwide via the AnyExcuse app where a pint of Guinness 0.0 will be redeemable 16 to 19 March.
Other locations include Dublin Airport on 17 to 18 March and Aviva Stadium for people attending the highly anticipated Guinness Six Nations finale, Ireland v England, on 18 March. Additionally, from 16 to 19 March in 164 Tesco stores across the Republic of Ireland consumers purchasing a four-pack of Guinness with their Clubcard will receive a free four-pack of Guinness 0.0.
Across St. Patrick’s weekend at The Guinness Storehouse, all guests will receive a complimentary Guinness 0.0. The amplified visitor experience at the Home of Guinness features live music and entertainment, including a Guinness Gaeltacht curated by Black and Irish, running from 16 to 19 March.
Amplifying the chorus of celebrations in Ireland and Guinness 0.0 toasts, the brand has created a fun and interactive Snapchat filter that gives users the chance to create singing 0.0 pints of their own.
“St. Patrick’s Day is one of the key highlights in the social calendar, a day when we are proud to celebrate our heritage and Irish culture,” said Alan McAleenan, brand director, Guinness Ireland. “We are delighted to be championing our non-alcoholic beer, Guinness 0.0, in our largest ever responsible drinking campaign in Ireland, and encourage everyone to engage in an enjoyable and responsible way to make it a St. Patrick’s Day to Remember.”
In addition to the current offering via cans and MicroDraught, Guinness 0.0 will also be available on draught in select pubs and restaurants.
Consumers can find out how to redeem a free pint across St. Patrick’s weekend by visiting: www.anyexcuse.com. For more information on St. Patrick’s weekend at The Guinness Storehouse, visit: www.guinness-storehouse.com
