Guinness has launched Royal Bank of Scotland (RBS) 6 Nations visibility kits in 6,000 rugby outlets across the UK, designed to engage customers by creating an exciting bar environment.
The Guinness Lineout (pictured) allows customers to carry a round of four pints, following research from Diageo that shows groups of people want a group serve while watching a game.
Additional large items for licensees include inflatable goalposts and mobile bars, aimed at driving footfall and ensuring that each match draws a crowd. Themed items such as rugby jerseys for staff and Guinness-branded fixture lists are also available.
Guinness has also partnered with MatchPint, a mobile app that 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 16-30 redemptions per pub) claimed that using MatchPint had a positive impact on sales, while 74% of pubs (with 16-30 redemptions per pub) 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.
Latest video from The Caterer