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Guinness promoting Irish "Half & Half." (Guinness Import Co.)

Next month, the Guinness Import Co. will try to convince consumers that the official color of St. Patrick's Day color isn't green, but black and gold--the color of its "Half & Half."

Guinness' Half & Half, a mixture of Guinness Stout and Harp Lager, will head the importer's St. Patrick's Day promotion, "Half & Half - The Perfect Combination," which touts the Irish heritage of the two brands.

"Traditionally, Guinness and Harp are to St. Patrick's Day what turkey is to Thanksgiving," said Guinness Import's group marketing director Todd Stevenson. "Other beers may try to throw their own shamrock-filled celebrations, but no other beers can lay claim to the holiday's Irish heritage like Guinness and Harp."

Stevenson continued, "Combining two premium Irish beers provides retailers a profitable way to increase on-premise draught sales, while offering consumers a unique twist to toast the holiday."

Highlighting the promotion is an offer for a limited-edition black and gold, Guinness and Harp rugby shirt.

"The rugby shirt offer brings consumers added value, extending the tradition and enjoyment of the 'Half & Half' beyond the pub to a high-quality wearable," Stevenson continued. "Forget the 'Kiss me, I'm Irish,' buttons, this rugby shirt is sure to be this year's hottest St. Patrick's Day attire."
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Publication:Modern Brewery Age
Date:Feb 22, 1993
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