Guinness will now be available to enjoy at the 3 Arena, as part of a new multi-year partnership between Diageo Ireland and Live Nation Ireland / MCD.
This collaboration will bring the Guinness experience to fans at 3Arena, Ireland’s largest indoor venue, and extend its presence across 3Olympia Theatre, Bord Gáis Energy Theatre, Gaiety Theatre, The Academy and The Ambassador Theatre, after more than 15 years and just in time for Christmas. This exciting partnership will ensure every gig, show, and performance across these venues will be complemented by the unmistakable Guinness experience.
The arrival of Diageo’s portfolio of brands across stout, lager, ale, cider and non-alcohol beer into some of Ireland's premier entertainment venues marks a significant moment for fans, seamlessly blending Ireland's most cherished passions: world-class entertainment, and brands that bring people together in celebration.
To mark this occasion, Guinness recommissioned a ceremonial Guinness barge, reminiscent of historic journeys, to make its way up the river Liffey from St. James’s Gate to Dublin's docklands, culminating at the 3Arena. The last time a Guinness barge made this journey was in 1961. Accompanied by music from contemporary Irish folk group BIIRD, this symbolic journey paid homage to Guinness’s rich Dublin heritage while signalling a new era for Guinness and live entertainment in the capital. The barge’s return was a visual spectacle, as it delivered the first kegs of the iconic stout.
Further cementing this partnership, Guinness was also present at the highly anticipated December 9th gig, featuring acclaimed Irish folk group BIIRD and global superstar Ed Sheeran.
From the first note to the final curtain, the presence of Guinness will enhance every aspect of the experience at these esteemed venues. Patrons can look forward to enjoying a beautifully poured pint, synonymous with quality and tradition, deepening their connection to the electric atmosphere of a live performance.
‘’This partnership with Live Nation Ireland is a deeply significant step in our commitment to celebrating Irish culture and truly enhancing the consumer experience," commented Louise Ryan, Managing Director of Diageo Ireland. "Live entertainment venues and festivals are amazing third spaces where communities connect to celebrate and create lasting memories. We are committed to embedding our diverse portfolio of brands – from the rich heritage of Guinness to the refreshing innovation of Rockshore – directly into the fabric of these experiences. This partnership will see our brands deeply integrated, ensuring every moment is complemented by choice, and our unwavering commitment to quality’’
"We are incredibly proud to welcome Diageo Ireland as our Official Beer, Stout, Cider, and Non-Alcoholic Beer Partner across our entire portfolio," stated Denis Desmond, Chairman Live Nation Ireland & UK. "Diageo's iconic brands are synonymous with quality and celebration, perfectly complementing the energy and creativity of our events and artists, aligning seamlessly with our mission to create safe, inclusive, and unforgettable moments for fans across Ireland. We look forward to many years of successful collaboration."
This partnership, which also makes other beloved Diageo Beer and Cider alcohol and non-alcoholic brands available, reinforces Guinness and Diageo’s commitment to promoting responsible drinking. Comprehensive responsible drinking initiatives, including a dedicated training module for bar staff, and non-alcoholic options will be visible throughout all venues, ensuring enjoyment is always coupled with safety and awareness.
Fans at 3Arena, 3Olympia Theatre, Bord Gáis Energy Theatre, Gaiety Theatre, The Academy and The Ambassador Theatre, can now look forward to a perfectly chilled pint of Guinness, further enhancing their experience of some of Ireland's premier live entertainment venues.
Enjoy GUINNESS Sensibly. Visit www.drinkaware.ie.
