Despite the frequent mixing of the two brands by bartenders in the U.S., the
relationship between them has seldom been acknowledged by marketers. Diageo has tended to push its Harp brand as the "tan," instead of Bass, while A-B has emphasized its obscure Bare Knuckle Stout in
lieu of Guinness.
A-B, according to a memo, will support Guinness' push for 1 million signatures in favor of an official U.S. St. Patrick's Day holiday, with full-page print ads in alternative weeklies in 14 markets, as well as "nontraditional" radio sponsorships on stations popular with men aged 25-49. The ads will begin running this week.
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