GUINNESS & Co. Aims To Raise A Glass And $1 Million For America's Local Firefighters

NORWALK, Conn., Sept. 26, 2013 /PRNewswire/ -- 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.

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, beer and wine. These brands include Johnnie Walker, Crown Royal, JεB, Windsor, Buchanan's and Bushmills whiskies, Smirnoff, Ciroc and Ketel One vodkas, Baileys, Captain Morgan, Tanqueray and Guinness.

Diageo is a global company, with its products sold 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 www.diageo.com. For our global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit DRINKiQ.com.

Celebrating life, every day, everywhere.

About The Leary Firefighters Foundation
The Leary Firefighters Foundation provides funding and resources for fire departments to get the best available equipment, technology and training necessary for the health and safety of firefighters and in turn, the public they serve. Founded in 2000 by actor Denis Leary in response to the 1999 Cold Storage Warehouse fire tragedy in his native Worcester, Massachusetts, LFF has raised more than $10 million for first responders in Worcester, Boston, New York, New Jersey and New Orleans. The Leary Firefighter Foundation is a 501(c)(3) nonprofit organization as designated by the Internal Revenue Code. Please visit us at www.learyfirefighters.org or call 212-343-0240 for further information.

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SOURCE GUINNESS & Co.