Look at the graph below for confirmation – that’s what happened last year.
Alcohol Uplift - Wednesday 7th July vs Wednesday 30th June -
Semi Final
Average Guinness Sales per Store per week 2020/2021
St Patricks Day, the Feast Day of St Patrick, marks the arrival of Christianity in Ireland in the 5th Century and is celebrated on 17th March. The holy day marks the day of St Patrick’s death and so his entrance to heaven. The first St Patricks Day parade was, surprisingly, not held in Ireland, but in New York City in 1762 – but St Patrick himself didn’t originate from Ireland either – his place of birth is uncertain. In the years since the first parade the event has become a global phenomenon, with everyone claiming to have Irish roots and rowdily touring bars, swilling the black gold from Dublin, Guinness.
This year there will surely be fewer green leprechaun hats but our taste for Guinness hasn’t dried up, revellers will drink at home, on zoom and maybe even with a friend in an outdoor space! Sales last year took a healthy upward turn for St Patricks and we will surely see a similar rise this year.
It’s not always obvious which lines to stock so we’ve examined how the sales were broken down for each Guinness product in independent stores across the UK. The first table shows sales from 2020 in week 13 and the second table shows sales for the top ten selling Guinness products in 2021 in week 10.
Promotional Sales without MediaMaster
Promotional Sales using MediaMaster
2020 Guinness Sales during week 13
2021 Guinness Sales during week 10
