Guinness is continuing its success with event based promotions with a £1m campaign based on the Euro 2000 soccer tournament. Last autumn its sponsorship of the Rugby World Cup brought it its highest ever share of the total beer market ­ it climbed from 5.6% to 7.2% ­ and it became the biggest beer brand in London during November. This was followed up by a successful Christmas programme and a raft of activity prior to St Patrick's Day. Customer marketing controller Charles Ireland said Guinness now accounts for 76% of the take home stout sector (88% in the on-trade). While the brand is growing by 16% [AC Nielsen], its competitors are declining. "In take home we are the fifth biggest beer brand with a 4% share. So far we have stayed out of price cutting and we are the leading premium priced brand." The latest activity concentrates on Guinness Draught in cans and soccer's armchair supporters during Euro 2000. It features on pack promotions, direct mail and internet activity. Central to this is a three foot high inflatable referee which is free with 12-packs going into the multiples in May. It can also be acquired by collecting three tokens from four packs sold c-stores and off licences. This will be supported by 250,000 It's A Knock Off game packs which will be sent out by direct mail and from the Guinness web site. The aim of the game is to knock empty cans of Guinness off the inflatable referee. Ireland said: "The Guinness Summer of Football promotion is both original and fun in a way that is designed to capture consumers' imaginations and clearly differentiate the brand from competitor product promotions during this crucial peak in consumer purchasing." The brand will be supported by TV advertising throughout the summer. Specific Guinness Draught in bottle ads will run in June. {{DRINKS }}

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