Guinness is investing more than £2m on marketing based on the celebration of Irishness that is St Patrick's Day.
Building to a climax on the weekend before the day itself (March 17), activity includes tailored price promotions and instore PoS, as well as the off-trade's first 24-can pack of Guinness Draught.
A direct marketing campaign offers clover-shaped inflatable pint carriers to 400,000 drinkers, while a list of the best places to celebrate is available on the brand's website. Banners will go up outside selected pubs and sampling is planned for London.