• by Teresa Buyikian , March 4, 2026

Guinness is celebrating this St. Patrick’s Day with an entire month of green-tinted activations and collabs.

The brand has again collaborated with PopUp Bagels on a new Guinness-flavored schmear (cream cheese). The Guinness Chocolate Stout Cake Schmear is infused with Guinness Draught and is “inspired” by the flavor of the viral Guinness chocolate cake. The LTO schmear will be available nationwide March 12 through 25 at all PopUp Bagels locations. A few locations will also offer samples of Guinness Draught and Guinness 0.

Guinness is celebrating the people behind the bar this year with the “'Stache for Charity” initiative, which references the foam “mustache” left on the lips of Guinness drinkers. For every customer that takes a pic of themselves donning the ‘stache (or “grow one, draw one, sip one or throw one on”) and posts online with #GuinnessGivesBack and tag @GuinnessUS, the brand will donate $1 to “support, educate and advance” members of the hospitality industry. The initiative runs through March 31.

“St. Patrick's Day is about ritual, pride and community,” said Karissa Downer, director of Guinness in the U.S. “It's the one time of year when everyone feels a little bit Irish... This March, we're giving people even more reasons to come together, celebrate and raise a pint.”

Chicago is the lucky recipient of the most Guinness activations this March, the pinnacle of which is the brewer’s annual sponsorship (in partnership with the Chicago Plumbers Union) of the Chicago river dyeing on March 14. On March 12 13 PopUp Bagels will be at the Guinness Open Gate Brewery in Chicago with the limited time schmear. The brewery will host live music, DJs, face painting, photos, giveaways and other promotions with a $10 entry fee on Mar. 14.   

The brand will participate in St Patrick’s Day parades across the country, including  in New York City, Boston and Savannah,.

The Guinness Open Gate Brewery in Baltimore will host St Patick’s day programming over multiple weekends as well as a full Irish village experience with live music, tastings, cocktail classes and Irish dance lessons, among other activities, throughout March.