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Guinness launches visibility kits for RBS 6 Nations

04 January 2016 by
Guinness launches visibility kits for RBS 6 Nations

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.


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