NORWALK, Conn., Feb. 19, 2013
/PRNewswire/-- This St. Patrick's
Day season, Guinness & Co. is teaming up with the Leary
Firefighters Foundation (LFF) to invite all legal drinking age
adults to responsibly raise a pint of the black stuff in support of
firefighters across the country. Guinness will encourage consumers
to get involved through the brand's "$100,000 Pour," a live GUINNESS® pint mosaic that
will be comprised of consumer pledges, each of which represents
$1 of the $100,000 donation that Guinness has committed to
the LFF. Together with the LFF, Guinness will help provide the
necessary equipment, technology and training to America's
bravest.
"Firefighters demonstrate a selfless commitment to protecting
the lives of the American people day in and day out," said
Doug Campbell, GUINNESS® Brand
Director. "These men and women are undoubtedly made of more and
we're excited to celebrate them with a beer that is made of more.
We hope that this St. Patrick's Day,
people will take a moment to salute their service by pledging to
paint the town black responsibly."
To support the LFF and be a part of the $100,000 Pour, adult GUINNESS® fans can pledge by
texting "GUINNESS" to 878787. In response to their text, fans will
receive a link to an image of a personalized pint glass and a
confirmation number. Fans can enter their confirmation number at
www.GuinnessGivesBack.com and find the pint they "poured" within
the 100,000 pint mosaic. Progress toward completion of the
mosaic will also be tracked in real-time on a billboard in
New York City's Times Square.
The Leary Firefighters Foundation was founded in 2000 by actor
Denis Leary after a tragic fire in
Worcester, Mass. claimed the lives
of his cousin, childhood friend, and four other firefighters. The
Foundation's mission is to provide funding and resources to fire
departments across the country to ensure they are able to obtain
the best available equipment, technology and training. Since its
inception in 2000, the LFF has raised over $10 million that has been utilized to provide
critical resources, including a state-of-the-art high rise training
facility for the Fire Department of New York (FDNY).
"Guinness' support of the Foundation is the largest sustained
partnership we've seen in our thirteen-year history," says Leary,
who is active in the day-to-day operations of the Foundation.
"Thanks to the support of the brand and its loyal fans,
firefighters across the country will receive critical resources,
training, and education that will help maintain the highest level
of safety for the heroes serving within our communities across the
US."
Join Guinness in supporting the Leary Firefighters Foundation
this St. Patrick's Day, and remember
that the best way to paint the town black is to do so
responsibly.
About GUINNESS®
The GUINNESS® brand enjoys a global reputation as a
uniquely authentic Irish beer and the best-selling stout in the
world. Famous for its dark color, creamy head and unique
surge and settle, this distinctive beer has been brewed at the
St. James's Gate brewery in
Dublin, Ireland since 1759.
Over 10 million glasses of GUINNESS beer are enjoyed every single
day around the world, and 1.8 billion pints are sold every year.
GUINNESS beer is available in well over 100 countries
worldwide and is brewed in almost 50. Also from the makers of
GUINNESS, SMITHWICK'S, Ireland's
oldest and best selling ale and HARP Lager, whose name pays tribute
to the GUINNESS logo and the national symbol of
Ireland. Additional information about the GUINNESS brand can
be found at www.guinness.com.
About Diageo
Diageo is the world's leading premium drinks business with an
outstanding collection of beverage alcohol brands across spirits,
wines, and beer categories. These brands include Johnnie Walker, Guinness, Smirnoff, J&B,
Baileys, Cuervo, Tanqueray, Captain Morgan, Crown Royal,
Beaulieu Vineyard and Sterling
Vineyards wines. Diageo is a global company, trading in more than
180 countries around the world. The company is listed on both the
New York Stock Exchange (DEO) and the London Stock Exchange (DGE).
For more information about Diageo, its people, brands, and
performance, visit us at Diageo.com. For our global resource that
promotes responsible drinking through the sharing of best practice
tools, information and initiatives, visit www.DRINKiQ.com.
Celebrating life, every day, everywhere.
Media Contacts:
Maeve
Hagen,
Taylor
(212)
714-5743
mhagen@taylorstrategy.com
Jim Sias, Diageo
(646) 223-2305
jim.sias@diageo.com
SOURCE Guinness & Co.