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.
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.
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.
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SOURCE Guinness & Co.