Guinness is the Official Beer and Non-Alcoholic Beer partner of the Premier League for the second-year running.
Bringing the game to retail
Diageo teamed up with convenience stores across the UK to bring the Premier League directly to shoppers, gifting retailers exclusive POS materials and branded Guinness gift-with-purchase glassware to incentivise customers and ramp up the excitement.
What did retailers say?
“The Premier League brings a real buzz into our store, driving footfall and giving us the opportunity to showcase relevant products during the season, such as beers and snacks. Strong merchandising, amplified with in-store theatre, plays a huge role in capturing that excitement and converting it into sales. Working closely with Diageo on POS and product support makes it even easier to engage shoppers and elevate the match-day experience.” – Kay Patel, Global Food & Wine, Stratford
More than a partnership
With this campaign, we’re bringing you and your communities together. Whether shoppers are celebrating a big win or sharing the matchday moment with friends, Guinness is there to help make it unforgettable.
Bring matchday spirit to your store
- Create a matchday hub – Use Guinness POS to capture attention of shoppers and bring the excitement of the game in-store. Link key matchday essentials across categories (e.g. snacks and pizzas) to drive bigger basket spend and create an easy “game-ready” shop
- Stock up in advance – Keep Guinness and Guinness 0.0 chilled and ready for kick-off for top-up shops and impulse purchases – especially around key fixtures.
- Join the conversation – Share your in-store activity on social media to show your store’s spirit and encourage people to head down to stock up on matchday essentials.
Retailers can order Premier League POS by signing up here.