Guinness & Co. Aims to Raise a Glass and $1 million for America’s Local Firefighters

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Brewers of Legendary Stout Celebrate Those Who Protect Our Future While Celebrating the Brand’s Past NORWALK, CT (September 26, 2013) – Amid global Arthur Guinness Day® celebrations which celebrate the GUINNESS brand’s 254-year legacy, GUINNESS & Co., in partnership with The Leary Firefighters Foundation (LFF), announced today its quest to raise $1 million for local Firefighters across the country. From now until St. Patrick’s Day 2014, funds will be raised through a variety of initiatives online at www.GuinnessGivesBack.com, in-bar, and at retail locations.

Arthur Guinness Day® is observed internationally each September to commemorate the day on which Arthur Guinness signed the famous 9,000 year lease on St. James’s Gate brewery in Dublin, Ireland, thus creating the home of GUINNESS beer.

In the U.S., this Arthur’s Day® marks the official launch of the brand’s US firefighter fundraising mission, with several initiatives being announced today. The brand will release a limited-edition firefighter themed t-shirt which will be sold from now until St. Patrick’s Day 2014. Adult GUINNESS beer drinkers will be able to visit www.GuinnessGivesBack.com – the online hub for all philanthropic efforts surrounding the brand’s commitment to local firefighters – to purchase the limited-edition t-shirt. A portion of the profits from the sale of each t-shirt will benefit The Leary Firefighters Foundation.

Additionally, the makers of GUINNESS beer have released the Extraordinary Irish Beers Variety Pack. The pack, which includes GUINNESS® Draught, GUINNESS® Black Lager, Smithwick’s Irish Ale, and Harp Lager, is available now at retailers nationwide. A percentage of the proceeds from the sale of each Extraordinary Irish Beers Variety Pack, up to $100,000, will be contributed to the $1 million goal.

“Today we are excited to celebrate the legacy of our founder, Arthur Guinness, and the bold decisions he made over 250 years ago that led to the creation of the beer we all know and love today,” said Doug Campbell, Brand Director, GUINNESS beer. “Keeping true to our heritage, we hope to inspire and celebrate those who demonstrate great depth of character. Who better represents those values than our local firefighters, the men and women who put their lives on the line every day and in every community around America?”

“We are thrilled to continue our partnership with Guinness this year,” said actor Denis Leary, founder of The Leary Firefighters Foundation. “There are so many unspoken needs among the firefighter community – especially true for our brothers in areas like Colorado, California, Idaho, Arizona, and New Jersey who have faced so much devastation recently – and we are looking forward to working with the GUINNESS brand to meet some of those needs with the funds raised over the next few months.”

This announcement from the GUINNESS brand comes amid the success of the recently-launched ‘MADE OF MORE’ marketing campaign. ‘Basketball’, the newest TV spot in the campaign, has been widely celebrated for telling an inspirational story through people who, like Arthur Guinness and the legacy he created, want to roll up their sleeves and be players in life.

To learn more about the GUINNESS brand’s dedication to firefighters, to make a donation or to purchase a limited edition t-shirt, visit www.GuinnessGivesBack.com.

As always, the makers of GUINNESS beer remind you to raise your glass in support of our firefighters responsibly.